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Online Quantitative Study of Youth Reactions to Rough-Cut Advertising Designed to Prevent Youth Tobacco Use among General Market Youth (Wave 2)

Principal Investigator: Tesfa Alexander and Charlie Cook

Funding Mechanism: Research contract

ID Number: HHSF223201210039I

Award Date: 12/20/1012

Institution: Draftfcb


In support of FDA’s efforts to reduce or prevent tobacco use by youth, CTP will conduct a study to obtain youth reactions to a series of CTP-developed advertisements intended to prevent cigarette smoking.  The specific aim of the study is to assess whether the advertisements were understandable and engaging, and whether there might be any unintentional negative consequences as a result of viewing the advertisement. A total of 1,261 youth ages 13-17 will be randomly assigned to either view or not view advertisements (i.e., exposure or control condition) online.  All participants will be asked about their tobacco use and exposure, and about their attitudes and beliefs about cigarettes and smoking. Those who view advertisements will also complete a questionnaire to assess whether the advertisements provide understandable and engaging messages about the harms of cigarette smoking.  This is the second part of a phased approach to formative research to identify the most promising advertisements for the second wave of “The Real Cost” campaign. (Project completed in June 2015.)