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Rural Smokeless Ethnographies - In-depth Interviews with Rural Adolescents and Young Adults

Principal Investigator: Matthew Walker and Kara Marsh

Funding Mechanism: Research 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, the Center for Tobacco Products will conduct a qualitative study with rural white males ages 14-17 who are at risk for smokeless tobacco use.  The goal of the study is to inform the development of a rural smokeless campaign that is authentic, persuasive, and reflective of the target. The specific aim is to explore the participants’ attitudes and beliefs regarding tobacco use, as well as their habits, activities, preferences, and perceptions of daily life.  A series of interviews will be conducted with nine teenage boys in Iowa and Kentucky; three boys will complete one-on-one interviews, while the other six will participate in two peer group interviews with three boys each. This study is the first part of a phased approach to formative research to develop and implement a public health education campaign to reduce smokeless tobacco use by rural males ages 12-17. (Project completed in July 2014.)