Multicultural Campaign: Wave 3 Focus Group Study of Reactions to Creative Advertising Concepts Designed to Prevent Multicultural Youth Tobacco Use
Principal Investigators: Dana Wagner and Matthew Walker
Funding Mechanism: Research Contract
ID number: HHSF223201210006I
Award Date: 11/20/2012
Institution: Rescue Social Change Group
In support of FDA's efforts to inform the public on tobacco-related health issues, the Center for Tobacco Products (CTP) will conduct research to inform the development of messaging and creative concepts for the “Fresh Empire” youth tobacco public education campaign. The target audience for this campaign is at-risk multicultural youth (i.e., youth who are African American, Asian/Pacific Islander, or Hispanic) who are 12-17 years old and are influenced by Hip Hop culture. Focus groups will be conducted with 180 youth in the target audience who are at risk for, have experimented with, or are susceptible to smoking cigarettes, little cigars, cigarillos, or hookah. Participants will be recruited from middle and high schools in multiple metropolitan areas representing the campaign target population. Each 90-minute focus group will include 3-12 participants, and will involve a discussion of preliminary creative concepts being developed for the “Fresh Empire” campaign. The purpose is to gain insight into youth perceptions related to tobacco use and creative concepts to inform campaign development.