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Multicultural Campaign Wave 2: Focus Group Study of Youth Reactions to Creative Advertising

Principal Investigator: Dana Wagner and Matthew Walker

Funding Mechanism: Research Contract

ID number: HHSF223201210006I

Award Date: 11/20/2012

Institution: Rescue Social Change Group


In the U.S., Asian, African American, and Hispanic youth who are influenced by hip hop culture are at particular risk of tobacco use. The goal of this project is to conduct formative research to inform the development of messaging and creative concepts for the FDA Center for Tobacco Products (CTP) Multicultural Youth Tobacco Prevention Campaign.  The target audience for this campaign is at-risk multicultural youth (i.e., youth who are African American, Asian/Pacific Islander, or Hispanic/Latino) aged 12-17 years who are experimenting with or at risk for tobacco use, and are influenced by hip hop culture. Data will be collected during 19 school-based focus groups with approximately eight participants per group. Focus group activities will include discussions and survey activities to gain insight into youth perceptions of cigarettes, smoking, and tobacco-related facts, as well as their reactions to creative concepts to inform campaign development.  This study is the first phase in the development of new messaging for the second wave of the Multicultural Campaign to prevent tobacco use among this at-risk population. (Project completed in February 2016.)