Lesbian, Bisexual, and Queer (LBQ+) women and non-binary people assigned female at birth (NB people AFAB) are more likely than their heterosexual peers to smoke. and use e-cigarettes. One explanation is that for over 20 years, the tobacco industry has targeted LGBTQ+ populations through culturally-targeted advertising and marketing. It is possible that culturally-targeted marketing could be leveraged for anti-tobacco public health messaging.

Our study, published in the Journal of Health Communications, found that culturally-targeted anti-tobacco messaging more effectively reached LBQ+ women and NB people AFAB who held more positive feelings about their sexual identity. To read more, https://go.osu.edu/22DLHC

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