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Wave 3 Phase 1 Qualitative Research: General Market At-Risk Youth Tobacco Prevention Focus Groups

Principal Investigator: Tesfa Alexander and David Cortes

Funding Mechanism: Research contract

ID Number: HHSF223201210039I

Award Date: 12/20/2012

Institution: FCB Garfinkel

In 2014, FDA launched its first youth tobacco prevention campaign, “The Real Cost,” targeting youth ages 12-17 who are at risk of initiating cigarette use or who have experimented with cigarettes. To keep the target audience engaged with the campaign, FDA will research new smoking prevention advertisements.  In support of these efforts, CTP will conduct a qualitative research study to inform the development of the new advertisements.  The specific aim of the study is to identify those advertisements that have the greatest potential to discourage tobacco initiation. An estimated 197 youth ages 12-17 will participate in focus groups designed to explore their reactions to a new set of strategic and creative advertisement concepts for “The Real Cost” campaign. (Project completed in May 2016.)