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Creative Concept Testing to Prevent Youth ENDS Use in General & Hip Hop Audiences

Principal Investigator(s): Kristen Holtz and Maria Roditis
Funding Mechanism: Research Contract

ID number: HHSF223201710001G

Award Date: 10/01/2016

Institution: KDH Research & Communication

FDA’s Center for Tobacco Products (CTP) will conduct a qualitative research study to inform the development of appropriate messaging to prevent electronic nicotine delivery system (ENDS) use among youth. Specifically, this study will use focus group discussions to explore the target audience’s reactions to various creative advertisement concepts and messaging probes intended to prevent youth ENDS use. Approximately 30 focus groups with up to nine participants each will be conducted in various locations across the U.S. with a total of up to 270 youth aged 12-17 who: (1) are at risk of initiating ENDS use; (2) have experimented with ENDS only (do not use or experiment with combustibles); or (3) have experimented with cigarettes and ENDS (dual experimenters). Additionally, up to six of the 30 focus groups will have an added recruitment criterion for participants to self-report as part of the multicultural Hip-Hop peer crowd. Participants will be diverse in terms of race/ethnicity, gender, and geographical location. Findings will inform the development of future public education campaigns targeting youth and ENDS use. 

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