Smoke-Free Men: Competing and Connecting to Quit.

PURPOSE: The purpose of this study was to explore gender-related factors that motivate and support men's smoking reduction and cessation to inform effective men-centered interventions. Approach or Design: Focus group design using a semi-structured interview guide. SETTING: Three communities in British Columbia, Canada. PARTICIPANTS: A total of 56 men who currently smoked and were interested in reducing or quitting or had quit. INTERVENTION: N/A. METHODS: Data collected in 6 focus group discussions were transcribed and analyzed in accord with principles of thematic qualitative methods. RESULTS: We report the results across 4 interconnected themes: (1) the fight to quit takes several rounds, (2) the motivation of supportive competition, (3) challenges and benefits of connecting with smoke-free peers, and (4) playing up the physical and financial gains. CONCLUSIONS: Masculine-based perspectives positioned quitting alongside fighting for self-control, competing, connecting, physical prowess, and having extra cash as motivating components of programs to engage men in efforts to be smoke-free. It may be worthwhile to consider the inclusion of gain-framed and benefit-focused messaging in programs that support men's tobacco cessation.