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American Indian/Alaska Native Campaign: Focus Group Study of Reactions to Strategic Concepts Designed to Prevent Youth Tobacco Use

American Indian/Alaska Native Campaign: Focus Group Study of Reactions to Strategic Concepts Designed to Prevent Youth Tobacco Use

Principal Investigators: Terry Cross, Sarah Kastelic, and Leah Hoffman

Funding Mechanism: Contract

ID number: HHSF223201210005I

Award Date: 9/11/2013

Institution: Better World Advertising, Inc.


American Indian and Alaska Native youth are especially susceptible to tobacco use. The goal of this study is to gather qualitative data to inform the development of a public education campaign to prevent tobacco use by American Indian and Alaska Native youth. Twenty-two focus groups will be conducted among approximately 140 American Indian and Alaska Native youth (ages 10-16) and 80 adults, parents, and community leaders in five American Indian and Alaska Native communities. Study aims are: (1) to inform the definition of the target populations in terms of age, cultural identity, and community participation; (2) to inform message content development by describing the perceptions of tobacco initiation, use, and access among youth in American Indian and Alaska Native communities, including relevant knowledge, attitudes, and beliefs; (3) to identify influencers and how they impact tobacco use behaviors; and (4) to identify appropriate traditional, digital (e.g., social media), and community engagement channels through which to reach American Indian and Alaska Native at-risk youth.