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Learning Objectives
At the conclusion of this presentation attendees will be able to:
- Assess the effectiveness of different messaging strategies to select the most appropriate strategy for their local Lesbian, Gay, and Transgender (LGBT) community.
Key Points: The LGBT community is disproportionately affected by tobacco use, but LGBT intervention best practices have not been defined. This session will review the components of effective LGBT tobacco counter-marketing messages by examining:
1) Six message content strategies: a) anti-tobacco industry, b) long-term health, c) short-term health, d) social life, e) political and f) LGBT experience-based;
2) Three message presentation strategies: a) messages presented without any images of people, just designs, b) messages presented with images of everyday-looking LGBT people, and c) messages presented with images of attractive LGBT people.
A survey to test message strategies was conducted in Salt Lake City, Albuquerque, and Las Vegas. Participants ranged from ages 16-45, with mean age 22.3. Separate sets of advertisements were prepared for LGBT people attracted to males and for LGBT people attracted to females. If participants reported dual attraction, they chose which survey to take.
Short-term health, social life and LGBT experience-based messaged rated the highest. Ads with LGBT people were rated higher than those without LGBT people, and those with attractive LGBT people were rated the highest.
Educational Experience: The session will present messaging options and research results. An interactive discussion will engage attendees on the components of LGBT messaging strategies and how to identify the most effective approach.
Benefits: By understanding how diverse LGBT people respond to tobacco prevention message content and presentation style, practitioners will be better equipped to address the LGBT tobacco use disparity.