TABLE 1.

Core Components of COMMUNE and HAVOC Intervention Design

Social Branding Intervention Components	COMMUNE	HAVOC
Social brand—the social brand acts as a platform for the campaign. It is designed to appeal to a specific peer crowd (i.e., COMMUNE is designed for Hipsters and HAVOC is designed for Partiers). All promotional materials bear the social brand and are aligned with current trends. The brand embodies the values and characteristics of each peer crowd.	COMMUNE social brand was described as ‘a movement of artists, designers, musicians, and people that take a stand against tobacco corporations, their practices, and their presence in the scene.’ The core elements of the brand identity were as follows: • Creativity • Support for local artists • Messages by and for Hipsters • Anti-tobacco industry due to its impacts on social justice and environment • Ironic humor • Alternative style	HAVOC social brand was described as "an exclusive,unpredictable, ‘HAVOC-filled’ night.’ The core elements of the brand personality were as follows: • Social acceptability • Confidence • Fashion • Social success • Physical attractiveness and confidence • Limited anti-tobacco industry messaging • Messages tailored for Partiers
Branded events—social gatherings sponsored by the campaign. Branded events reflect the target peer crowd’s characteristics and are delivered to generate in-group social capital. Once the social brand is accepted (meaning those who identify with the peer crowd become willing to attend or seek out the branded events), messaging associates the targeted behavior (e.g., not smoking) with the brand’s desirable social image.	COMMUNE social events focused on bars and included live bands, DJs, fashion “trunk shows,” and art exhibits. Each event was designed for participants to experience the community of local cultural leaders rallying around COMMUNE and tobacco-free lifestyles. After several months of branded events, COMMUNE’s message was increasingly linked to taking a stand against the tobacco industry and its practices. In addition to monthly events, weekly small facilitated smoking cessation groups were held in local bars.	HAVOC social events focused on bars and nightclubs andincluded influential DJs, promoters, and socialites. Each event was designed for participants to have an exclusive experience, during which “social games” were used to build an association between social rewards and living a tobacco free lifestyle. Social capital was leveraged with the “HAVOC Girls” brand ambassadors who were perceived as fun, attractive, and smoke-free. In addition to regular events, small facilitated smoking cessation groups were held in restaurants or VIP rooms of nightclubs.
Brand ambassadors—opinion leaders (young adults that are considered influential by the peer crowd) deliver anti-tobacco messages at events and in the course of their daily lives. Program staff recruit opinion leaders who are socially respected to disseminate the brand’s message through casual conversation, spread the message at their own social gatherings, represent the brand by wearing brand’s clothing, and interact with the brand on social media.	COMMUNE recruited Hipster opinion leaders (e.g., musicians, artists, fashion designers); educated them about COMMUNE’s mission and goals; and invited them to assist in the planning and execution of future events. This ensured authenticity and meant the messages were coming from well-known peers rather than from marketers outside the community.	HAVOC recruited brand ambassadors (young adult influencers, socialites, DJs and party promoters) and trained them to be HAVOC girls or spokespeople; the training included learning a set of tobacco prevention facts and becoming familiar with anti-tobacco values and how they relate to the Partier lifestyle. HAVOC’s brand image was supported by brand ambassadors known as “HAVOC Girls” who played a prominent role in social games and the delivery of anti-tobacco messages at events.
Messaging—messages encouraging behavior change (e.g., not smoking) demonstrate reasons that can be used to justify why this behavior compliments the peer crowd’s image. The reasons for not smoking are aligned with the social values of each peer crowd. Messages are presented in a culturally appropriate language and style.	COMMUNE recruited artists to create anti-tobacco messaging inspired by facts about tobacco use or the tobacco industry. Artists most frequently created messages highlighting practices at odds with Hipster values such as environmentalism, standing against animal testing, or how tobacco production contributes to world hunger, or child labor. Some messages focused on lesser known health effects, as participants were receptive to sharing new information. Messages highlighted the participation of local community members and had an authentic, more eclectic, home-grown aesthetic. Messaging was delivered during events by art displays, in casual conversation by brand ambassadors, on social media, and via direct mail.	HAVOC anti-tobacco messaging frequently included facts about smoking behavior that decrease social status or fun that was at odds with Partier values. Messages focused on Partiers’ strong concern for fashion, value for physical attractiveness, confidence, and social success. Rather than being created by community members, flyers, posters, social media promotions, clothing, and other items were created by the marketing agency with high quality production value and high fashion aesthetics, featuring attractive models, “hot” clubs, and very popular music or DJs. Messaging was delivered during events by brand ambassadors, on social media, and via direct mail.
Social rewards—people who embrace the campaign’s targeted behavior are rewarded with free promotional items including fashionable gear, event giveaways, and special VIP access privileges. Social rewards help accelerate behavior change and are included in both promotions and branded events. For example, social rewards occur when opinion leaders give their peers verbal and nonverbal approval for engaging with the targeted behavior.	COMMUNE limited edition t-shirts and posters were produced by local artists and were given for free to members of the community who supported its message and embodied the brand’s image. Shirts were also sold at the events to increase the perceived value of the item. Promotional items were given to all participants regardless of smoking status, although smokers were asked to not wear the COMMUNE brand while smoking.	HAVOC limited edition clothing, prizes, and opportunities to gain VIP status were used to reinforce and promote a smoke-free lifestyle. Event photographers posted photos of participants after each HAVOC event on social media websites (i.e., Facebook) to increase the excitement, social rewards, and perceived value of HAVOC events.