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TRC Smokeless Wave 2 Creative Concept Testing – Focus Groups With Rural Youth

Principal Investigators: Brian Griepentrog and Maria Roditis 

Funding Mechanism: Research Contract

ID number: HHSF223201750007A

Award Date: 4/10/2017

Institution: Fors Marsh Group


Researchers will conduct a qualitative research study to inform the development of a new set of messages for Wave 2 of FDA’s The Real Cost Smokeless campaign. Focus groups will be conducted in four rural regions with male youth aged 12-17 years who are at risk for smokeless tobacco use or who are experimenting with smokeless tobacco.  Researchers will conduct 18-24 focus groups with four to eight students each (for a maximum of 144 participants). Focus groups will be segmented by school level (middle or high school), smokeless tobacco status (at risk or experimenter) and race/ethnicity (Non-Hispanic White or all other races and ethnicities besides Non-Hispanic White). Focus groups will explore reactions to various creative concepts intended to prevent youth smokeless tobacco use. Findings will contribute to the development of appropriate educational campaign messaging.