Online Quantitative Study of Youth Reactions to Rough-Cut Advertising Designed to Prevent Youth Tobacco Use among General Market Youth (Wave 3)
Principal Investigator: David Cortés and Tesfa Alexander
Funding Mechanism: Research Contract
ID number: HHSF223201210039I
Award Date: 12/20/2012
Institution: Foote, Cone, & Belding (FCB) New York
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 rough-cut advertisements designed for one of its youth tobacco prevention campaigns. The goal of this project is to gain insight into youth perceptions of four new rough-cut advertisements developed for CTP’s “The Real Cost” campaign to determine whether they provide an understandable and engaging message about the harms of tobacco use without unintended adverse or counterproductive effects. The target audience for this campaign is youth aged 12-17 youth who have experimented with cigarettes or who are at risk of initiating cigarette use. A sample of 1,292 youth will be recruited via mall intercepts across the United States, and the quantitative data collection will be administered via an online survey system that solicits feedback about the four new advertisements. This is the final part of a phased approach to formative research to identify a new set of messages intended to keep the target audience engaged with the campaign.