Advancing Communication Science to Reduce Disparities in Young Adult Cigar Use

ABSTRACT: PROJECT 1 Almost 9 million US adults currently smoke cigars, which cause multiple cancers, including oral, esophageal, laryngeal, and lung cancer. Over the last two decades, while cigarette consumption declined 48%, cigar consumption increased 115%, mostly due to increased use of little cigars and cigarillos (LCCs). LCC rates are highest in young adults (YA) ages 18-29. Interventions have played powerful roles in reducing cigarette use, but no national interventions have yet focused on LCC use. There has been little research in digital media science to reduce LCC use. Research is needed on identifying the themes most likely to reduce LCC use and how to increase attention and engagement with digital messages. These advances will help reduce LCC use if done with a content co-creation approach, including involving YAs in the development process. This project’s goal is to advance the science to inform digital messages to decrease YA LCC use. This aligns with the UNC TCORS integrative theme. Project 1’s Aim 1 develops potentially impactful theory-driven themes for reducing LCC use among YA LCC users. The team will identify a comprehensive set of understandings about LCC use and use a national survey to determine which messages are most promising. These messages will be vetted with YA LCC user focus groups. Aim 2 tests digital design features to identify those that maximize attention and engagement among YA LCC users. The research team will work with design professionals to create digital LCC messages and enhance them with design features to increase attention and engagement. These will then be refined with focus groups and used in an eye-tracking experiment on smartphones to compare digital LCC messages with and without the enhanced design features. Aim 3 conducts a multi-week randomized controlled trial to determine the effectiveness of digital messages with enhanced design features in promoting increased quit intentions among YA LCC users. Participants in the trial will be exposed to enhanced digital LCC messages or controls. The research team is optimally prepared for this project based on unique expertise in cigar interventions and digital message development. The proposed studies respond to the RFA’s domains and will inform efforts to reduce LCC and other tobacco use.