Table 1 Focus Group Materials

Group Cessation Counselling

- How do you feel about a group cessation program for people your own age who are LGBTQ, who smoke, and who want to quit smoking?

- Can you imagine yourself attending such a program to help you quit smoking? Why or why not?

- What are some things that you like about a group program?

- What are some things that you don’t like about it?

Imagine that every week you could meet with other LGBTQ youth and young adults who want to quit smoking. A LGBTQ counsellor would run the meetings in a safe and accepting space. The counsellor would share trusted information on how to quit and stay smoke-free, but would leave time for group members to talk about personal experiences with smoking and quitting. Examples of information that might be shared include isolation, loneliness, body image, lifestyle changes, the need for positive support, stressors like the coming-out process, triggers and self-esteem. These groups could be a way to connect with others your age with similar experiences, and promote LGBTQ people supporting LGBTQ people to overcome smoking. The group would also encourage participants to buddy-up with other members so that during the week, people would be able to support each other to stay smoke-free. The group sessions would be 6–8 weeks and have 8–15 people.

Social Marketing Campaigns

- How do you feel about media campaigns that can help with encouraging quitting or not-smoking?

- Of the 4 ideas above, which one did you like the most? Why?

- Which one did you like the least? Why?

- For the one that you liked the most, is there anything that you would change?

 General Population Campaign (A)

Rather than a campaign that focuses on the LGBTQ community, maybe it’s time to educate the general population about some of the challenges faced by LGBTQ people. Many LGBTQ people experience homophobia, transphobia, heterosexism and are unfairly treated by society. What about a campaign that shows, in first person, some of these hardships? The advertisements would show how challenges such as family stress, peer rejection, victimization, and social anxiety can lead to smoking. For example, in one scenario a young gay male is sitting with his parents and telling them that he is gay; his parents are clearly upset. Another scenario shows a same sex couple going on a date and hearing derogatory comments being murmured and being stared at. After each scene, the individuals are shown reaching for cigarettes to help them cope.

 Tobacco Industry Campaign (B)

Did you know that tobacco companies zero-in on the LGBTQ community because they think members of the LGBTQ community are an easy target? In fact, one of the biggest tobacco companies created a plan called Project SCUM to manipulate LGBTQ people into buying their cigarettes. Big Tobacco uses manipulative strategies, like sponsoring LGBTQ events and putting glamourized LGBTQ imagery in their advertisements to make it seem like they are allies. The truth is that these tactics are designed to exploit the community.

 Perks of Not Smoking Campaign (C)

What do you think about a campaign that would show the immediate benefits of not smoking, and the freedom non-smokers feel because they’re smoke-free? For example, ads may show LGBTQ individuals being active. There could be ads that show two young men running, or a young woman lifting weights. The slogan might say “I can run fast and free” or “Nothing can stop me.” Other immediate perks of not smoking that might be part of this campaign could be having more money, sex appeal, and smelling good.

 Awareness and Fact Campaign (D)

Did you know that for every straight non-trans smoker there are at least 3 LGBTQ smokers and smoking-related illness and death is also much higher for LGBTQ people? Not many people do. What do you think of a campaign that would raise awareness about smoking in the LGBTQ community? This campaign may also feature ads that talk about the challenges that LGBTQ persons have overcome, including smoking. For example, an ad may say: “I overcame the victimization; and the coming out process; I’m not going to let tobacco take me down.”

 Mobile Phone App with Social Media

- How do you feel about a smartphone app and social media campaign for people your own age that are also LGBTQ, who smoke, and who want to quit smoking?

- If a smoke-free app was customized to LGBTQ youth and young adults would you use it? Why or why not?

- What are some things that you like about a smartphone app and social media program?

- What are some things that you don’t like about it?

Do you own a smartphone? Ever play Candy Crush or use Instagram? What if there was an app that could help you quit smoking designed specifically for LGBTQ youth and young adults? For example, this quit smoking app would allow you to create an individualized quit plan where you can set a quit date, it would provide feedback on how you’re doing, record what triggers you to smoke, and give you tips on how to remain smoke-free, as well as links to counselling services. One of the advantages of the app would be access to a peer support network which would connect you to other LGBTQ peers who are also trying to quit or who have already stopped smoking.

The app would be part of a bigger social media campaign that would include a webpage, Facebook page, YouTube videos, and Twitter feed with access to more detailed educational resources about smoking and quitting [e.g., nicotine replacement therapy, like gum or the patch]. LGBTQ role models would promote the campaign.