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APHA Scientific Session and Event Listing

Tina Haithcoat, MBA, Northlich, 720 East Pete Rose Way, Cincinnati, OH 45202, 513-287-1813, thaithcoat@northlich.com

Objective: To understand the mindset of Ohio youth participating in high-risk behaviors, as well as to gain greater understanding of how to effectively engage these youth in tobacco counter-marketing messages.

Methods: Primary research, secondary research, and interviews with child psychologists were conducted to understand at-risk youth as a target for counter-marketing. Specifically, secondary research and trend analysis was used to define at-risk youth and identify what makes these youth more likely to engage in tobacco use. Primary research was conducted via ethnographies and friendship pairs throughout Ohio to 1) understand the at-risk mindset and 2) define the appropriate tonality, messaging and delivery vehicles to best reach at-risk youth with anti-tobacco messaging. Finally, interviews with child psychologists were conducted to validate the research. In total, there were 36 distinct youth sessions conducted.

Results: At-risk youth display two specific environmental factors that distinguish them from mainstream youth – a more unpredictable or unstable home situation and significant outside influencers (e.g., friends, older siblings, in-school youth thought leaders, etc.) Additionally, it was concluded that at-risk youth have stronger-than-most needs for acceptance, belonging, identity and power. Many of these youth tend to engage in tobacco use in an effort to fulfill these specific needs states. A “path” to risky behavior was developed along with the identification of points along the path where at-risk youth would be most receptive to counter-marketing messaging. Finally, communications were developed to make tobacco control more relevant and better engage at-risk youth in prevention messaging.

Learning Objectives:

• To recognize two environmental situations and four emotional need states, among other key factors, that can significantly influence an at-risk youth to participate in risky behaviors such as tobacco use, binge drinking, and sexual risk-taking.
• To discuss the path to risky behavior and at which points along the path youth may be receptive to messaging such as anti-tobacco, anti-binge drinking and anti-sexual risk-taking.
• To discuss key learnings around making tobacco control relevant and engaging to the at-risk youth population.

Keywords: Risk Taking Behavior, Youth

Presenting author's disclosure statement:

Not Answered