Effective mass media messages for tobacco prevention with Generation Z

Audience: Tobacco control practitioners and health communications professionals.

Key Points: Generation Z teens respond differently to advertising than Generation Y. Adapted tobacco prevention mass media campaigns are needed to reignite decreases in tobacco use. This session combines findings from twelve studies on teen tobacco prevention messaging conducted in six states. 475 teens and young adults participated in 57 focus groups between 2008-2011. Over two-thirds of participants were current tobacco-users or high-risk non-users. Participants were presented with 12–20 tobacco prevention commercials and answered a written questionnaire about each commercial before an open discussion.

Participants responded more positively to commercials if they included 1) short-term health consequences, 2) rebellious looking youth, 3) tobacco social justice issues (i.e.: animal testing, deforestation, etc), and/or 4) straightforward messaging. They responded with indifference or negativity towards commercials that 1) used scare tactics, 2) were over-the-top creative, 3) included teens that looked low-risk, and/or 4) did not clearly explain the message. Anti-tobacco industry messages were only rated highly when one of the identified positive components was included, but did not score well when negative components were included. Youth comments relating to each advertising strategy will be presented to explain findings.

Educational Experience: The session will present advertising strategies and research results. An interactive discussion will engage attendees on components of teen advertising strategies and how to identify the most effective approach.

Benefits: Most research on teen tobacco prevention messages included youth from Generation Y. This session will provide attendees up-to-date data to help adapt strategies to reach the new youth generation.