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Multicultural Youth Tobacco Prevention Campaign: Copy Testing Wave 2

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 support of FDA’s efforts to inform the public on tobacco-related health issues, the Center for Tobacco Products (CTP) is conducting research to assess the effectiveness of educational messages about the harms of tobacco use designed to prevent youth from smoking cigarettes. This project focuses on a specific target audience: at-risk multicultural youth (i.e., youth who are African American, Asian-Pacific Islander, Hispanic, or Multiracial) who are 12-17 years old and are influenced by the Hip Hop peer crowd. Hip Hop-influenced youth were chosen as the campaign target audience because they are a relatively prominent youth peer crowd and demonstrate above-average rates of smoking prevalence. The project’s goal is to assess whether a set of messages developed for this target audience are understandable and engaging without producing unintended adverse or counterproductive effects. Up to 1,410 Hip Hop youth ages 12-17 years old will view four rough-cut video ads and complete a copy testing questionnaire. Study findings will be used to clear the rough-cut ads to be aired as part of the Fresh Empire campaign. (Study completed in 2015.)

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