Peer Crowd Market Segmentation to Reduce Smoking among Young Adults in Bars and Nightclubs


Rescue Social Change Group is a US-based social marketing company that focuses on youth and youth implemented programs. In an attempt to reduce smoking in the city of San Diego, California, it launched a campaign called ‘Commune®’ to help decrease smoking among young adults attending nightclubs and bars. Peer crowd research identified a particular group of young people on which to focus: ‘hipsters’ who adopt alternative lifestyle influences while rejecting mainstream popular culture. The smoke-free lifestyle was supported through various messages at events, online and through influencers to promote the smoke-free lifestyle to hipsters, and concluded successfully with a notable decrease of tobacco use.

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