Preventing E-Cigarette (ENDS) Use in NH Youth and Young Adults: Formative Research

State: New Hampshire

Client(s): State of New Hampshire

Services: Health Care & Public Health Planning, Health Communication, Applied Research & Evaluation

Technical Expertise: Adolescent Health, Community Health Coalitions, Health Disparities, Population Health, Rural Health, State and Local Public Health, Substance Use


JSI Research & Training Institute, Inc. (JSI) has been contracted by the New Hampshire Department of Health, Tobacco Cessation & Control Program (TPCP) to conduct formative research to inform development of a youth segmented social marketing campaign. The general purpose of the campaign will be to prevent the use of electronic nicotine delivery systems (ENDS; e.g., e-cigarettes, e-vapor products, JUUL) among youth in New Hampshire, particularly those with disparate burden of ENDS. The TPCP intends for the social marketing campaign to be evaluated for effect on outcomes (e.g., campaign awareness, appeal, association; attitudes on using ENDS; perception of harm; and ENDS prevalence among the intended audience of the campaign) post implementation of the campaign - as such, JSI has developed an Evaluation Plan for the TPCP.

JSI is conducting formative research with youth 13-18 years of age via focus groups to confirm the peer crowds (e.g., mainstream, alternative, country, etc.) that exist in New Hampshire and validate JSI’s methodology for assigning youth to a peer crowd.

JSI began by conducting an environmental scan to provide an overview of current and past media/counter-marketing of ENDS products, specifically related to youth prevention, and an understanding of the knowledge, attitudes and practices regarding the use of ENDS among youth. Following this, JSI is conducting primary research via focus groups to define and name the conceptual peer crowds relevant to NH youth aged 13-18. Based on a review of the literature, and our prior work on peer crowds of NH young adults, JSI/CHI developed, a priori, a set of five peer crowds. From the focus groups, JSI will be able to create an algorithm for assigning youth to their peer crowd based on responses to survey questions regarding peer crowds. It will then be possible to analyze responses to other survey questions (ENDS use, attitudes, beliefs, intentions) by peer crowd. JSI will implement the survey in year 2 (SFY19) of the project.