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Creative Concept Testing Designed to Prevent Youth and Young Adult Smoking

Principal Investigator: Kristen Holtz (CTP Contact: Andrea Malterud)
Funding Mechanism: Research Contract
ID Number: HHSF2232017500007A
Award Date: 4/6/2017
Institution: Rescue Agency, KDH Research & Communication, FCB


In 2014, FDA launched its first youth tobacco education campaign, called The Real Cost, targeting at-risk youth aged 12-17. In 2018, the FDA expanded its public education campaigns to focus on the prevention of youth electronic nicotine delivery systems (ENDS) use. To support these efforts, the FDA’s Center for Tobacco Products (CTP) will conduct a qualitative research study to inform the development of appropriate campaign messaging to prevent combustible cigarette smoking and other nicotine use among youth and young adults. Focus groups will explore participants’ reactions to various creative advertisement concepts. Approximately 30 focus groups with up to eight participants each will be conducted remotely across the U.S. with a total sample of up to 240 youth (ages 13-17) and young adults (ages 18-20) who are at risk of initiating cigarettes (susceptible) or have experimented with cigarettes (experimenter). Discussion groups will include a diversity of participants and will be segmented by cigarette usage (i.e., experimenter/susceptible) and by age. Findings will inform messaging included in future tobacco education campaigns.

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