TABLE 3.
Intervention Features That Participants Reported Were Valuable and Should Be Replicated
| Feature | Description | Exemplary Quote |
|---|---|---|
| 1. Create fun, interactive, social environments | The environment and venue should have fun, comfortable, interactive atmospheres; be conveniently located (e.g., close to public transit); and be culturally relevant, familiar, social, and sought out as a “trendy venue” by the peer crowd. | (C3) “I think [a bar] is an opportunity [that gives] people a place to learn more on their own while still being able to educate them but have it to be in fun environment that they’re used to.” |
| 2. Encourage a sense of belonging and connection | A feeling of connection to other event attendees and/or the social brand movement should be cultivated. The presence of friends and familiar social contexts encourages openness to learning about anti-tobacco messages. | (C1) “[It was] a close-knit community feel . . I think that that worked well with COMMUNE because it’s supporting [the] local [community] and then taking a stand against something bigger [Big Tobacco]. So it made people feel like they were a part of something bigger than themselves.” |
| 3. Use subtle, nonjudgmental messaging | The delivery and content of anti-tobacco messaging should not be perceived as judgmental of smokers or “preachy.” The primary experience of the intervention should fun and social, while still exposing attendees to relevant but subtle anti-tobacco messaging. Smokers should be made to feel welcome. | (C5) “Lastly is making sure it’s fun and enjoyable and feels inviting … [A] part of that is also not ostracizing the smoker, making sure that [smokers know they are] allowed to come. You are exactly who we want to come.” |
| 4. Resonate with the target peer crowd | The music genre, entertainment venues, and content and style of the anti-tobacco messaging should resonate with the particular interests, values, and aesthetics of the peer crowd. The aesthetics of the brand should be consistent across all events. | (H6) “[The HAVOC girls] had fishnet long socks, [boots and crop top shirts] that said HAVOC on the front, and their hats said ‘Smoke-free and Sexy’ on the front of them.” |
| 5. Deliver the intervention through opinion leaders | Influential peer crowd members should be recruited to have a visible role in the intervention. These opinion leaders encourage event attendance and help create an exclusive experience for event attendees because of their willingness to engage positively with other peer crowd members. | (H2) “[The opinion leaders who] are basically models for HAVOC, they don’t smoke. These people are dancers, and they don’t smoke. This person is the DJ who’s playing all these shows all over the place, and they don’t smoke. Like, you can be cool, and you can be famous and you can do all of these things without smoking.” |
| 6. Promote brand exclusivity andrecognition | Regular events, promotional materials, and social media activity can help start conversations about the social brand, promote brand recognition, and promote event attendance within the peer crowd. | (C3) “It wasn’t like you go to a trade center or event and it’s a bunch of boring, ugly free stuff. It was actually stuff that people were really excited about or like … gave them a little bit of nostalgia. And I think that kind of was a great way to connect with people too, and you know, have people advertising the message for us.” (H3) “I think it was [good for the events to be monthly], for people to be like, oh I’m excited for that party, I can’t wait for it to get here … When you, like, get to wait for something a little bit you’re like, oh I can’t wait.” |