Awareness of and Receptivity to the Fresh Empire Tobacco Public Education Campaign Among Hip Hop Youth

Guillory, Jamie; Henes, Amy; Farrelly, Matthew C.; Fiacco, Leah; Alam, Ishrat; Curry, Laurel; Ganz, Ollie; Hoffman, Leah; Delahanty, Janine

doi:10.1016/j.jadohealth.2019.09.005

Cited by 16 publications

(21 citation statements)

References 26 publications

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“…Experimental studies have demonstrated the promise of peer crowd-targeted smoking prevention messaging, 94 - 96 and evaluation studies of peer-crowd-targeted campaigns reveal success in addressing cigarette and smokeless tobacco use. 58 - 62 , 64 Peer crowd targeting may also be a means of more effectively addressing tobacco use disparities. Previous literature suggests that non-Hispanic White youth are at the greatest risk for vaping, 23 - 25 , 27 but this study indicates that the Hip Hop peer crowd, which overrepresents racial/ethnic minorities ( Supplemental Appendix Table 1 ), 50 - 52 , 54 is at the greatest risk for frequent vaping, identifying a higher-risk group that might otherwise be missed by campaigns using demographic segmentation.…”

Section: Discussionmentioning

confidence: 99%

“…The I-Base Survey has identified consistent patterns of peer crowd prevalence and health risks in adolescents across the United States. 49 - 52 , 55 , 57 , 61 , 64 In brief, participants viewed a grid of 40 photos of unknown female adolescents and selected 3 who would best and 3 who would least fit with their main group of friends; they then repeated the process with male photos. Photos were presented in random order to each participant to reduce order effects, and represented a mix of races/ethnicities and peer crowds determined through prior qualitative research.…”

Section: Methodsmentioning

confidence: 99%

“…Peer crowds are macro-level subcultures with shared interests, values, and norms 47 , 48 which are associated with adolescent and young adult health behaviors 49 - 57 and have served as the basis for targeted health interventions. 58 - 64 For example, the Commune campaign targeting Hipster peer crowd young adults resulted in reductions in cigarette smoking associated with stronger anti-tobacco attitudes among those recalling the campaign, 58 , 62 whereas engagement with the Down and Dirty campaign was associated with stronger anti-chewing tobacco attitudes and lower odds of current use among Country peer crowd teens. 61 In this study, we examined vaping behavior for 5 adolescent peer crowds previously established in the literature: Alternative (counterculture, value creativity and uniqueness), Country (patriotic, value hard work and being outdoors), Hip Hop (confident, value overcoming struggles and proving themselves), Mainstream (future-oriented, value organization and stability), and Popular (extroverted, value socializing and excitement).…”

Section: Introductionmentioning

confidence: 99%

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The Vaping Teenager: Understanding the Psychographics and Interests of Adolescent Vape Users to Inform Health Communication Campaigns

Stalgaitis¹,

Djakaria²,

Jordan³

2020

Tob Use Insights

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Background: Adolescent vaping continues to rise, yet little is known about teen vape users beyond demographics. Effective intervention requires a deeper understanding of the psychographics and interests of adolescent vape users to facilitate targeted communication campaigns. Methods: We analyzed the 2017-2018 weighted cross-sectional online survey data from Virginia high school students (N = 1594) to identify and describe subgroups of adolescents who vaped. Participants reported 30-day vape use, identification with 5 peer crowds (Alternative, Country, Hip Hop, Mainstream, Popular), social prioritization, agreement with personal values statements, social media and smartphone use, and television and event preferences. We compared vaping rates and frequency by peer crowd using a chi-square analysis with follow-up testing to identify higher-risk crowds and confirmed associations using binary and multinomial logistic regression models with peer crowd scores predicting vaping, controlling for demographics. We then used chi-square and t tests to describe the psychographics, media use, and interests of higher-risk peer crowds and current vape users within those crowds. Results: Any current vaping was the highest among those with Hip Hop peer crowd identification (25.4%), then Popular (21.3%). Stronger peer crowd identification was associated with increased odds of any current vaping for both crowds, vaping on 1 to 19 days for both crowds, and vaping on 20 to 30 days for Hip Hop only. Compared with other peer crowds and non-users, Hip Hop and Popular youth and current vape users reported greater social prioritization and agreement with values related to being social and fashionable. Hip Hop and Popular youth and current vape users reported heavy Instagram and Snapchat use, as well as unique television show and event preferences. Conclusions: Hip Hop and Popular adolescents are most likely to vape and should be priority audiences for vaping prevention campaigns. Findings should guide the development of targeted health communication campaigns delivered via carefully designed media strategies.

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Section: Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The Vaping Teenager: Understanding the Psychographics and Interests of Adolescent Vape Users to Inform Health Communication Campaigns

Stalgaitis¹,

Djakaria²,

Jordan³

2020

Tob Use Insights

View full text Add to dashboard Cite

show abstract

“…Running effective public health education campaigns requires organizations to tailor messages and provide outreach that resonates with their target audience. For example, the US Food and Drug Administration (FDA) Center for Tobacco Products has developed separate public education campaigns on the health consequences of tobacco products for at-risk teens [1]; lesbian, gay, bisexual, and transgender young adults [2]; multicultural youth [3]; rural male teens [4]; and adult smokers [5]. With increased media consumption and interpersonal interactions occurring online, social media platforms have become important in both engaging target audiences in public education campaigns and in understanding behaviors and perceptions around emerging public health issues across these target audiences.…”

Section: Introductionmentioning

confidence: 99%

Predicting Age Groups of Reddit Users Based on Posting Behavior and Metadata: Classification Model Development and Validation (Preprint)

Chew¹,

Kery²,

Baum³

et al. 2020

Preprint

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BACKGROUND Social media are important for monitoring perceptions of public health issues and for educating target audiences about health; however, limited information about the demographics of social media users makes it challenging to identify conversations among target audiences and limits how well social media can be used for public health surveillance and education outreach efforts. Certain social media platforms provide demographic information on followers of a user account, if given, but they are not always disclosed, and researchers have developed machine learning algorithms to predict social media users’ demographic characteristics, mainly for Twitter. To date, there has been limited research on predicting the demographic characteristics of Reddit users. OBJECTIVE We aimed to develop a machine learning algorithm that predicts the age segment of Reddit users, as either adolescents or adults, based on publicly available data. METHODS This study was conducted between January and September 2020 using publicly available Reddit posts as input data. We manually labeled Reddit users’ age by identifying and reviewing public posts in which Reddit users self-reported their age. We then collected sample posts, comments, and metadata for the labeled user accounts and created variables to capture linguistic patterns, posting behavior, and account details that would distinguish the adolescent age group (aged 13 to 20 years) from the adult age group (aged 21 to 54 years). We split the data into training (n=1660) and test sets (n=415) and performed 5-fold cross validation on the training set to select hyperparameters and perform feature selection. We ran multiple classification algorithms and tested the performance of the models (precision, recall, F1 score) in predicting the age segments of the users in the labeled data. To evaluate associations between each feature and the outcome, we calculated means and confidence intervals and compared the two age groups, with 2-sample t tests, for each transformed model feature. RESULTS The gradient boosted trees classifier performed the best, with an F1 score of 0.78. The test set precision and recall scores were 0.79 and 0.89, respectively, for the adolescent group (n=254) and 0.78 and 0.63, respectively, for the adult group (n=161). The most important feature in the model was the number of sentences per comment (permutation score: mean 0.100, SD 0.004). Members of the adolescent age group tended to have created accounts more recently, have higher proportions of submissions and comments in the r/teenagers subreddit, and post more in subreddits with higher subscriber counts than those in the adult group. CONCLUSIONS We created a Reddit age prediction algorithm with competitive accuracy using publicly available data, suggesting machine learning methods can help public health agencies identify age-related target audiences on Reddit. Our results also suggest that there are characteristics of Reddit users’ posting behavior, linguistic patterns, and account features that distinguish adolescents from adults.

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“…Given its association with tobacco use behaviors, peer crowd affiliation can be a promising criterion for audience segmentation in targeted communications to reduce tobacco use [ 18 , 28 ]. For example, national targeted media campaigns, such as the Food and Drug Administration (FDA)’s “Fresh Empire” tobacco prevention campaign, have been shown to effectively reach Hip Hop adolescents [ 17 , 29 ]. Recent research also suggests that peer crowd targeting significantly increased the efficiency with which anti-tobacco interventions could reach at-risk young adult smokers [ 27 , 30 , 31 ].…”

Section: Introductionmentioning

confidence: 99%

Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study

Nguyen

Holmes

Kim

et al. 2020

IJERPH

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Given the emerging tobacco landscape, dual use of cigarettes and e-cigarettes has increased among young adults, but little is known about its associated factors. Peer crowds, defined as macro-level connections between individuals with similar core values (e.g., “Hip Hop” describing a group that prefers hip hop music and values strength, honor, and respect), are a promising way to understand tobacco use patterns. We examined associations between peer crowds and tobacco use patterns by using data from a cross sectional survey of 1340 young adults in the San Francisco Bay Area in 2014. Outcomes were the past 30-day use of: neither cigarettes nor e-cigarettes; cigarettes but not e-cigarettes; e-cigarettes but not cigarettes; and both cigarettes and e-cigarettes. Peer crowds included Hipster, Hip Hop, Country, Partier, Homebody, and Young Professional. Multinomial regression analysis indicated that peer crowds were significantly associated with different tobacco use patterns. Compared to Young Professionals, Hip Hop and Hipster crowds were more likely to dual use; Hipsters were more likely to use e-cigarettes only, and Country participants were more likely to smoke cigarettes only. These findings suggest that tobacco control campaigns and cessation interventions should be tailored to different young adult peer crowds and address poly-tobacco use.

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Awareness of and Receptivity to the Fresh Empire Tobacco Public Education Campaign Among Hip Hop Youth

Cited by 16 publications

References 26 publications

The Vaping Teenager: Understanding the Psychographics and Interests of Adolescent Vape Users to Inform Health Communication Campaigns

The Vaping Teenager: Understanding the Psychographics and Interests of Adolescent Vape Users to Inform Health Communication Campaigns

Predicting Age Groups of Reddit Users Based on Posting Behavior and Metadata: Classification Model Development and Validation (Preprint)

Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study

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