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Rural Smokeless Ethnographies - Digital Research Interviews with Adolescent Males

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, CTP will conduct a qualitative research study to inform the development of digital campaign elements to be used in public education campaigns.  The goal of the study is to gain insight into use of digital technologies by at-risk youth so that the digital messages, strategies, and materials designed for the campaign would be authentic, persuasive, and reflective of the target. The specific aim is to understand how youth at risk for smokeless tobacco use interact with digital media, including when they are online, what they do online, what devices they use to access the Internet, what sites they visit, and how their digital behavior is affected by their environment. In-depth in-home interviews will be conducted with nine at-risk rural white male youth ages 12-17 at risk for smokeless tobacco use.  This study is the second part of a phased approach to the formative research to inform development of the rural smokeless prevention campaign. (Project completed in July 2014.)

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