U.S. flag An official website of the United States government
  1. Home
  2. Tobacco Products
  3. Tobacco Science & Research
  4. Research
  5. Focus Group Study of Youth Reactions to Tobacco Prevention Campaign Messaging (General Market At-Risk Youth Tobacco Prevention Wave 2 Phase 1)
  1. Tobacco Science & Research

Focus Group Study of Youth Reactions to Tobacco Prevention Campaign Messaging (General Market At-Risk Youth Tobacco Prevention Wave 2 Phase 1)

Focus Group Study of Youth Reactions to Tobacco Prevention Campaign Messaging (General Market At-Risk Youth Tobacco Prevention Wave 2 Phase 1)

Principal Investigator: Tesfa Alexander and Charlie Cook

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 youth, CTP will conduct a study to inform the development of educational advertisements that have the greatest potential to discourage initiation of cigarette smoking by youth ages 12-17.  The specific aim of the study is to assess the emotional and cognitive reactions to creative advertising concepts and messages designed to reduce youth cigarette smoking.  Twenty-four focus groups will be conducted with 127 youth who were either open to smoking or already experimenting with cigarettes.  Participants will be exposed to up to ten creative advertising concepts or six strategic messaging concepts, after which they will answer questions regarding message comprehension, relevance, and impact.  This study is the first part of a phased approach to formative research for the second wave of advertisements for “The Real Cost,” the FDA’s national tobacco prevention campaign targeting at-risk youth. (Project completed in March 2015.)