Abstract
The California Adolescent Health Collaborative, a project of the Public Health Institute, in partnership with the University of California, San Francisco’s Center for Tobacco Control Research and Education jointly led a community-based participatory research (CBPR) study engaging youth coresearchers to fill the critical gap in knowledge about youth’s perceptions of electronic cigarette products and how they are marketed toward young people in Oakland. Youth coresearchers who were trained as journalists partnered with the adult investigators to explore the e-cigarette topic from their perspective, embedded in the context of their own experiences and those of others in their communities. The goal of this exploratory CBPR study was to improve understanding of how and why youth (ages: 14-24 years) in Oakland are adopting (or resisting) e-cigarettes, how youth respond to increasing availability of e-cigarettes in their communities, and how they perceive communications about e-cigarettes (e.g., advertising) and in turn communicate about the products to each other.
Highlights
The marketing of e-cigarettes toward adolescent in Oakland (META-Oak) study was a community-based participatory research (CBPR) project that aimed to answer the following question: How are electronic nicotine delivery systems (e-cigarettes) marketed to young people in Oakland, and how do youth perceive e-cigarettes? Young journalists were recruited from a youth media organization to participate in training on research, tobacco marketing trends and tactics, and the health impacts of e-cigarettes and other alternative tobacco products
Smoking is the leading preventable cause of death in the United States, and if smoking continues at current rates, 5.6 million young people below the age of 18 years will die of a smoking-related disease (U.S Department of Health and Human Services, 2014)
The most rapid increase has been in the use of e-cigarettes, which are battery-powered devices that heat a solution to produce an aerosol typically containing nicotine, flavorings, and other additives to be inhaled by the user (U.S Department of Health and Human Services, 2012)
Summary
The marketing of e-cigarettes toward adolescent in Oakland (META-Oak) study was a community-based participatory research (CBPR) project that aimed to answer the following question: How are electronic nicotine delivery systems (e-cigarettes) marketed to young people in Oakland, and how do youth perceive e-cigarettes? Young journalists were recruited from a youth media organization to participate in training on research, tobacco marketing trends and tactics, and the health impacts of e-cigarettes and other alternative tobacco products. Twelve young journalists participated in initial training sessions; when the youth media organization left the partnership (see “Discussion” section for more details on this transition), five youth chose to continue to participate, joining the project leadership team as youth coresearchers. These five youths contributed to the research question, design, and data collection, but two of them moved on to college or work before they could engage in data analysis and dissemination of findings. Between 2011 and 2015 there was a dramatic increase in e-cigarette use among youth and young adults, and e-cigarettes are the most commonly used tobacco product among youth (U.S Department of Health and Human Services, 2016). Youth who use e-cigarettes are 3 times more likely to go on to combustible cigarette smoking in the future (Primack, Soneji, Stoolmiller, Fine, & Sargent, 2015; Wills et al, 2017)
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