Audience: Program Managers, fundors, and administrators of prevention and early intervention efforts targeting tweens, teens, and/or young adults or subpopulations within.

Key Points: Social Branding has emerged as a novel and promising approach to tobacco prevention. The strategy incorporates the most successful tools of commercial branding and applies behavioral theories to their effective application, at markedly lower costs than media campaigns. The methods of five Social Branding interventions will be presented with the overall strategy of Social Branding. The underling behavioral science will be presented, followed by the specific steps applied in each of the campaigns. 1. Urban Fuel – Out/in college Young Adults – Nevada 2. 2UP2DOWN – Urban Teens – Virginia 3. New York Pilot – Out/in college Young Adults – New York 4. Ydouthink/Veeay – Tweens – Virginia 5. XPOZ – High school students – Nevada Results - The XPOZ campaign in Las Vegas showed a rapid decrease in teen smoking rates, from 33% (1999), to 25% (2001), to 19% (2003) to 18% (2005), CDC. Meanwhile, no new anti-tobacco legislation or tobacco tax increases were enacted in Clark County. Also, the Urban Fuel young adult campaign was named a Promising Practice by NACCHO.

Learning Objectives: - Understand cost effective and successful tobacco prevention strategies that reach high risk populations in any culture using empirical branding practices -Learn formative research strategies that discover the function of tobacco-use behaviors

Benefits: Participants will be able to see the application of similar strategies in different environments and with different markets while being able to ask questions of program administrators.