Douglas Malinda, Chan Andie, Sampilo Marilyn
Oklahoma State Department of Health, Office of the State Epidemiologist, 1000 NE 10th St, Oklahoma City, OK 73117, USA.
Oklahoma State Department of Health, Office of the Tribal Liaison, 1000 NE 10th St, Oklahoma City, OK 73117, USA.
AIMS Public Health. 2016 Mar 4;3(1):83-93. doi: 10.3934/publichealth.2016.1.83. eCollection 2016.
Point-of-sale (POS) advertising at retail stores is one of the key marketing avenues used by the tobacco industry. The United States Surgeon General urges actions to eliminate POS tobacco advertisements because of their influence on youth smoking. Many youth empowerment programs are implemented to address tobacco industry marketing influences, including POS tobacco advertisements. While youth are asked to take on such collective action, little is known regarding their perceptions and understanding of tobacco industry marketing influences and related advocacy activities. This mixed methods study examined Oklahoma's tobacco control youth empowerment program members' perceptions of tobacco industry marketing influences. Four focus groups were held with active program members from rural and urban areas. Overall, the focus group participants viewed the program as purposeful, as an avenue to help others, and as a way to make a difference. Specifically, the older participants (median age = 18 years) identified tobacco industry marketing influences such as POS, movies, and magazine advertisements and reported participating in activities that counter POS tobacco advertisements at retail stores. Likewise younger participants (median age = 16 years), identified similar tobacco industry marketing influences, but also included tobacco use by friends and family as tobacco industry marketing influences. Moreover, the younger participants did not report engaging in activities that addressed POS tobacco advertisements. The study results suggest that the empowerment program should tailor its programming, training, materials, and activities with input from youth of various ages. Thoughtfully developed messages and specific activities can truly empower youth and maximize their contribution as change agents who address POS or other initiatives at the retail environments to prevent chronic diseases.
零售商店的销售点（POS）广告是烟草行业使用的关键营销渠道之一。美国卫生局局长敦促采取行动消除销售点烟草广告，因为它们对青少年吸烟有影响。许多青少年赋权项目得以实施，以应对烟草行业的营销影响，包括销售点烟草广告。虽然要求青少年采取这种集体行动，但对于他们对烟草行业营销影响以及相关宣传活动的认知和理解却知之甚少。这项混合方法研究考察了俄克拉荷马州烟草控制青少年赋权项目成员对烟草行业营销影响的看法。与来自农村和城市地区的活跃项目成员举行了四个焦点小组。总体而言，焦点小组参与者认为该项目有意义，是帮助他人的途径，也是有所作为的方式。具体而言，年龄较大的参与者（中位年龄 = 18岁）指出了烟草行业的营销影响，如销售点广告、电影和杂志广告，并报告参与了在零售商店抵制销售点烟草广告的活动。同样，年龄较小的参与者（中位年龄 = 16岁）也指出了类似的烟草行业营销影响，但还将朋友和家人的吸烟行为视为烟草行业的营销影响。此外，年龄较小的参与者没有报告参与过针对销售点烟草广告的活动。研究结果表明，赋权项目应根据不同年龄段青少年的意见来调整其规划、培训、材料和活动。精心制定的信息和具体活动能够真正赋予青少年权力，并最大限度地发挥他们作为变革推动者的作用，以应对零售环境中的销售点或其他举措，预防慢性病。
