{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,23]],"date-time":"2026-10-23T23:38:34Z","timestamp":1792798714436,"version":"4.5.0"},"reference-count":47,"publisher":"BMJ","issue":"2","funder":[{"name":"The Ohio State University Comprehensive Cancer Center","id":[{"id":"https:\/\/ror.org\/028t46f04","id-type":"ROR","asserted-by":"crossref"}]},{"name":"OSU College of Public Health"},{"DOI":"10.13039\/100010628","name":"Center for Tobacco Products","doi-asserted-by":"publisher","award":["K99CA260718"],"award-info":[{"award-number":["K99CA260718"]}],"id":[{"id":"10.13039\/100010628","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100010628","name":"Center for Tobacco Products","doi-asserted-by":"publisher","award":["R00CA260718"],"award-info":[{"award-number":["R00CA260718"]}],"id":[{"id":"10.13039\/100010628","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["bmj.com"],"crossmark-restriction":true},"short-container-title":["Tob Control"],"accepted":{"date-parts":[[2024,11,7]]},"published-print":{"date-parts":[[2026,3]]},"abstract":"<jats:sec>\n                    <jats:title>Background<\/jats:title>\n                    <jats:p>Lesbian, gay, bisexual, transgender and queer (LGBTQ+) young adults (YA) experience disparities in nicotine and tobacco use. Mass-reach health communications can prevent nicotine and tobacco initiation and progression, but LGBTQ+adults report low engagement. Although cultural targeting (CT) could reach LGBTQ+YA, we know little about the strategies that resonate with this population. We probed how LGBTQ+YA perceived CT content to inform tobacco public education campaigns on strategies to engage this population.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>We conducted six focus groups with N=20 LGBTQ+YA (18\u201335) who had ever used vapes, cigarettes or both. We showed participants examples of CT tobacco public education campaigns, probed their opinions and perceptions and coded transcripts using a data-driven inductive approach.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>Participants were more inclined to view an ad as effective when they felt it was authentically created for the LGBTQ+community. Avoiding stereotyping, including diversity, using \u2018subtle\u2019 LGBTQ+iconography (ie, rainbows), and including personal experiences all contributed to the authenticity of the ad. Participants discussed the importance of visual appeal; bright colours made ads appear too corporate or like an ad for a tobacco product. Lastly, participants responded well to gain-framed messages rather than traditional risk messaging.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>Tobacco public education ads featuring \u2018every-day\u2019 LGBTQ+people in candid or unposed shots, personal stories with gain-framed messaging, and subtle Pride iconography and colours may increase acceptability among LGBTQ+YA. Researchers should focus on cultivating authenticity in ads and avoid outdated trends by consulting with the community and moving with speed from development to implementation.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1136\/tc-2024-058858","type":"journal-article","created":{"date-parts":[[2024,11,29]],"date-time":"2024-11-29T01:26:05Z","timestamp":1732843565000},"page":"187-193","update-policy":"https:\/\/doi.org\/10.1136\/crossmarkpolicy","source":"Crossref","is-referenced-by-count":2,"title":["\u2018Authentic\u2019 or \u2018corny\u2019: LGBTQ+ young adults respond to visual, thematic and semantic elements of culturally targeted tobacco public education advertisements"],"prefix":"10.1136","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0009-0000-8062-3440","authenticated-orcid":false,"given":"Alysha C","family":"Ennis","sequence":"first","affiliation":[{"name":"Health Behavior and Health Promotion, The Ohio State University College of Public Health, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0008-4395-7730","authenticated-orcid":false,"given":"Ashley","family":"Meadows","sequence":"additional","affiliation":[{"name":"Epidemiology, The Ohio State University College of Public Health, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0005-0659-158X","authenticated-orcid":false,"given":"Emma","family":"Jankowski","sequence":"additional","affiliation":[{"name":"Epidemiology, The Ohio State University College of Public Health, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Caitlin","family":"Miller","sequence":"additional","affiliation":[{"name":"The Ohio State University College of Public Health, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hayley","family":"Curran","sequence":"additional","affiliation":[{"name":"Center for Tobacco Research, The Ohio State University Comprehensive Cancer Center, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0004-3937-3813","authenticated-orcid":false,"given":"Elle","family":"Elson","sequence":"additional","affiliation":[{"name":"Epidemiology, The Ohio State University College of Public Health, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sydney","family":"Galusha","sequence":"additional","affiliation":[{"name":"The Ohio State University College of Public Health, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Grace","family":"Turk","sequence":"additional","affiliation":[{"name":"The Ohio State University College of Public Health, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0005-6092-3899","authenticated-orcid":false,"given":"Monica","family":"Stanwick","sequence":"additional","affiliation":[{"name":"Health Behavior and Health Promotion, The Ohio State University College of Public Health, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3125-2839","authenticated-orcid":false,"given":"Joanne G","family":"Patterson","sequence":"additional","affiliation":[{"name":"Health Behavior and Health Promotion, The Ohio State University College of Public Health, Columbus, Ohio, USA"},{"name":"Center for Tobacco Research, The Ohio State University Comprehensive Cancer Center, Columbus, Ohio, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"239","published-online":{"date-parts":[[2024,11,28]]},"reference":[{"key":"2026102203551412000_35.2.187.1","doi-asserted-by":"publisher","DOI":"10.3322\/caac.21444"},{"key":"2026102203551412000_35.2.187.2","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugalcdep.2020.108298"},{"key":"2026102203551412000_35.2.187.3","doi-asserted-by":"publisher","DOI":"10.1093\/ntr\/ntx095"},{"key":"2026102203551412000_35.2.187.4","doi-asserted-by":"publisher","DOI":"10.15585\/mmwr.mm7218a1"},{"key":"2026102203551412000_35.2.187.5","doi-asserted-by":"publisher","DOI":"10.1016\/j.amepre.2016.11.022"},{"key":"2026102203551412000_35.2.187.6","doi-asserted-by":"publisher","DOI":"10.1093\/abm\/kaaa086"},{"key":"2026102203551412000_35.2.187.7","doi-asserted-by":"publisher","DOI":"10.1007\/s12160-013-9548-9"},{"key":"2026102203551412000_35.2.187.8","unstructured":"HRC Staff . 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