Reactions to targeted tobacco control messaging: Transgender and gender diverse young adult perspectives

Introduction: Tobacco interventions specifically created for transgender and gender diverse young adults appear almost non-existent. The Food and Drug Administration's This Free Life is the first large scale campaign specifically designed to address the smoking disparities of sexual and gender minority (SGM) young adults. The purpose of this study was to gauge the reactions and receptivity to This Free Life from a gender diverse young adult sample using interviews conducted in spring and summer 2018. Methods: Participants were 25 young adults recruited in Austin, Texas (M age = 23.2, 64.0 % non-Hispanic White, 70 % assigned female at birth) for semi-structured one-on-one interviews as part of a larger project focusing on the reasons and settings for tobacco use. Data in the current study pertain to attitudes and reactions to online video content from This Free Life. Results: Positive reactions to video content related to visible queer representation and depictions of gender nonconformity in videos that were positive and affirming in tone. Negative reactions related to what was perceived as sexist stereotypes perpetuated in videos, and an over-reliance on cisgender gay bar culture. Some participants felt that messaging discouraging social/occasional smoking did not take into account their own important reasons for smoking. Conclusions: Transgender and gender diverse young adults have been overlooked in many efforts to address SGM smoking disparities. Targeted efforts such as This Free Life have the potential to help curb the disproportionate tobacco burden of gender diverse young adults by including diverse gender representation in affirming messages that emphasize freedom and autonomy.

Automated summary

This study found that interventions specifically created for transgender and gender diverse young adults are almost non-existent. This Free Life is the first large scale campaign designed to address the smoking disparities of sexual and gender minority (SGM) young adults. Results showed that positive reactions to video content were related to visible queer representation and depictions of gender nonconformity, while negative reactions were associated with perceived sexist stereotypes and an over-reliance on cisgender gay bar culture.