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LGBT Campaign: Focus Group Study of Brand and Creative Concepts Designed to Prevent LGBT Young Adult Tobacco Use

LGBT Campaign: Focus Group Study of Brand and Creative Concepts Designed to Prevent LGBT Young Adult Tobacco Use

Principal Investigator: Leah Hoffman and Mayo Djakaria

Funding Mechanism: Contract

ID Number: HHSF223201210006I

Award Date: 11/20/2012

Institution: Rescue Social Change Group


In support of FDA’s efforts to inform the public about tobacco-related health issues, protect public health, and reduce harm caused by cigarette smoking, CTP will conduct a study to inform the development of an educational campaign targeting lesbian, gay, bisexual and transgender (LGBT) young adults. The specific aim is to identify the most promising campaign brand and creative concepts, as well as areas for further refinement, to guide creation of effective advertisements.  Twenty-eight focus groups will be conducted with up to 224 young adults ages 18-24 who identify as LGBT and who have smoked at least one cigarette within the past 30 days, but who have not smoked every day.  The study is the first part of a phased approach to formative research providing the foundation for developing the campaign.