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Rural Smokeless Creative Concept Testing - Focus Groups with Rural Youth

Rural Smokeless Creative Concept Testing - Focus Groups with Rural Youth

Principal Investigator: Matthew Walker and Kara Marsh

Funding Mechanism: Contract

ID Number: HHSF223201210039I

Award Date: 12/20/2012

Institution: Fors Marsh Group

In support of FDA’s efforts to reduce or prevent tobacco use by youth, CTP will conduct a qualitative study to inform the development of a targeted tobacco prevention campaign.  The target of the campaign is rural white (non-Hispanic) male youth ages 12-17 who are at risk for using or experimenting with smokeless tobacco.  The specific aim of the study is to obtain feedback on creative concepts developed for the campaign. Twenty-four focus groups with four to eight participants each will be conducted with 146 youth who fit the criteria of the target audience. Discussions explored the participants’ reactions to six creative concepts. This study is the third part of a phased approach to formative research to develop the rural smokeless campaign. (Project completed in August 2016.)