'Authentic' or 'corny': LGBTQ+ young adults respond to visual, thematic and semantic elements of culturally targeted tobacco public education advertisements.

Background: Lesbian, gay, bisexual, transgender and queer (LGBTQ+) young adults (YA) experience disparities in nicotine and tobacco use. Mass-reach health communications can prevent nicotine and tobacco initiation and progression, but LGBTQ+adults report low engagement. Although cultural targeting (CT) could reach LGBTQ+YA, we know little about the strategies that resonate with this population.