Abstract C02: The real cost. Preventing smokeless tobacco usage among rural adolescents and teens.

Smokeless tobacco use is woven into the culture of rural communities, particularly among white males aged 12 to 18. There are few, if any, sources in these areas providing a steady message about the dangers of smokeless tobacco use. Instead it is glorified and seen as a rite of passage for this particular demographic. The FDA9s Center for Tobacco Products engaged the cross-cultural agency, Sensis, to establish and, in 2016, launch the first nationwide campaign to prevent smokeless tobacco use. The campaign targeted those most vulnerable to initiation of use: rural, white male youth. Sensis utilized its experienced researchers and campaign strategists to conduct formative research that would shape campaign strategy, test creative concepts, and develop all aspects of the campaign creative. The goals/objectives of The Real Cost Rural Smokeless Campaign set by Sensis were to: Educate the target audience by increasing awareness and understanding of the dangers of smokeless tobacco use. Create cognitive dissonance that prompts the audience to rethink their relationship with smokeless tobacco and decrease their intent to use. Those who attend this presentation can expect to learn: 1. The extent of the formative research conducted to learn about the target audience and their views of the product. 2. The tactics used to help change behaviors that had been culturally ingrained for decades, often passed through the generations. 3. How Sensis was able to educate about the potential dangers without attacking a cultural norm woven into the rural lifestyle. Citation Format: Sharon Carothers. The real cost. Preventing smokeless tobacco usage among rural adolescents and teens. [abstract]. In: Proceedings of the Tenth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2017 Sep 25-28; Atlanta, GA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2018;27(7 Suppl):Abstract nr C02.