Youth organized urban, rural tobacco harm- prevention: integrated mentorship, peer advocacy and community training- a cluster randomized trail to reduce susceptibility to tobacco from south India

The study titled Young Organized Urban/Rural Tobacco Harm-Prevention: Integrated Mentorship, Peer Advocacy and Community Training (YOUTH-IMPACT) is a cluster randomized trial conducted among college students in Puducherry and nearby Villupuram districts. It aims to evaluate the effectiveness of a peer-led, digitally supported intervention in reducing susceptibility to tobacco use among young adults aged 18–20 years. The study includes 20 colleges (10 per arm) with a total sample size of 1,200 students. The intervention group receives a 12-week digital module via WhatsApp, consisting of short videos, infographics, polls, and discussions facilitated by trained peer leaders, while the control group receives standard health education materials. Data will be collected at baseline, immediately after the intervention, and at 6 and 12 month follow ups. Statistical analysis includes descriptive, bivariate, and multivariate regression models to assess behavioral and attitudinal changes. The primary outcome is a reduction in susceptibility to tobacco use, while secondary outcomes include changes in knowledge, attitudes, perceived norms, and digital engagement. The study ensures ethical standards through informed consent and confidentiality, and offers the intervention to control colleges after completion. This project aims to develop a scalable, culturally relevant model for youth tobacco prevention in South India.