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Rural Smokeless Focus Groups - Strategic Concept Testing with Rural Adolescent 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 tobacco use or prevent tobacco initiation among youth, CTP will conduct a qualitative research study to inform the development of appropriate messaging for a smokeless tobacco prevention campaign. The specific aim of the study is to understand the reactions to various campaign strategic concepts of rural males ages 12-17 who are at risk for smokeless tobacco initiation or who are experimenting with smokeless tobacco.  Sixteen focus groups with six to eight participants each will be conducted in four locations with a total of 106 at-risk rural white male youth.  This study is the second part of a phased approach to formative research for developing the smokeless tobacco prevention campaign. (Project completed in February 2014.)