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Multicultural Youth Tobacco Prevention Campaign: Pilot (Brand and Creative Concept Phase)

Multicultural Youth Tobacco Prevention Campaign: Pilot (Brand and Creative Concept Phase)

Principal Investigator: Matthew Walker and Dana Wagner

Funding Mechanism: Research contract

ID Number: 201210006I

Award Date: 11/20/2012

Institution: Rescue Social Change Group


In support of FDA’s efforts to reduce or prevent tobacco use by youth, CTP will conduct a study to inform the development of a targeted tobacco prevention campaign.  The target of the campaign is youth ages 12-17 who identify with hip hop culture; are Black/African American, Hispanic, and/or Asian/Pacific Islander; and have either tried cigarettes or report risk factors for initiating cigarette smoking.  The specific aim is to gain insight into their perceptions related to potential campaign brands and preliminary concepts for campaign creative concept development.  Eighty youth who meet the criteria of the target audience will be recruited to participate in focus groups at middle and high schools. The discussions will address comprehension, relevance, and impact of the presented campaign brand and creative concepts. This study is the first part of a phased approach to the formative research for developing and implementing the campaign. (Project completed in March 2014.)