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Focus Group Study of Youth Reactions to Tobacco Prevention Campaign Messaging (Experimenter Phase 1)

Principal Investigator: Matthew Walker and Tanya White

Funding Mechanism: Research contract

ID Number: HHSF22301002T

Award Date: 12/20/2012

Institution: Draftfcb


In support of FDA's efforts to reduce or prevent tobacco use by susceptible youth, CTP will conduct a qualitative research study with the goal of informing the development of appropriate campaign messaging.  The specific aim is to gain insight into consumer perceptions related to cigarette smoking initiation and initial perceptions of tobacco prevention messaging concepts.  Focus groups will be conducted with 68 youth who have experimented with cigarettes grouped by grade, gender, and menthol use preference.  Discussions will be conducted to assess their perceptions about advertising concepts designed to reduce youth tobacco use. This study is the first part of a phased approach to formative research for the national campaign targeting at-risk youth, and the results will provide the foundation for creative concept development. [Project completed in June 2014.)