Designing a Social Marketing Intervention for Decreasing Hookah Supplyand Demand in Public Places in Iran

Background: In recent years, various programs were developed and implemented for reducinghookah supply and demand in public places in Iran. However, the void of a social marketingintervention is felt. In this kind of intervention, the commercial marketing principles andtechniques used to persuade the target group to avoid hookah use in public places in Iran.Methods: According to SMART (Social Marketing Assessment and Response Tool) modeldeveloped by Neiger in ۱۹۹۶, formative research included of audience, market, and channelanalysis was needed to determine the details of the intervention. A quantitative survey and aqualitative study (formative research) were designed and carried out to meet the basic principles ofthe social marketing programs for reducing hookah smoking in public places. The quantitativesurvey was completed using an electronic standardized questionnaire developed based on theTheory of Planned Behavior (TPB) to reflect on the significant factors shaping hookah smoking.Based on the existing data, the target segment were female and male adolescents aged ۱۳-۲۵ livingin urban areas in IRAN. In total, ۵۰۰ individuals completed the questionnaire, and then thecollected data were analyzed using the Stata software. Then, a qualitative study was also fulfilledto elicit the opinions from the experts working in the field of tobacco prevention and control inIRAN and apply the results in designing the social marketing. Accordingly, semi-structuredinterviews were conducted with ۱۴ key informants, and the qualitative data were analyzed usingthe MAXQDA software.Results: Regardless of descriptive data, the age group of ۱۵-۱۸, subjective norms, and emotionalattitudes are significant predictors for the intention of hookah smoking.Conclusion: The social marketing program also seeks to make the target group of the programconsider hookah supply and use in public places as an act of anti-value. According to formativeresearch data, the Marketing Mix was developed as below: One slogan (Hookah use is the same ascigarette smoking) and three message considered as the product. The messages were focused onthe formative research findings: Consider hookah supply and demand in public places as ugly as cigarette smoking Protest against hookah supply and demand in public places like that for cigarette smoking Report hookah supply and demand in public places via sending SMS to health centersTarget group was considered as the female and male adolescents and youth aged ۱۳-۲۵ living inurban areas in Iran. Promotional materials recommended were posters, pamphlets, billboards,stands, infographics, notebooks, short films, motion graphics, and informing the health officialsabout this problem in public places through the SMS system.