Learning Objectives: Identify which messages for clean indoor air policies and tobacco tax increases resonate among Latinos and African Americans. Determine the extent to which these messages are different from (or similar to) messages that resonate with the general population. Share examples of reaching the African American and Latino communities.
Abstract: This panel will describe the results of two groundbreaking, nationwide message research projects. One project focuses on increasing tobacco excise taxes and the other project focuses on clean indoor air efforts.
In particular, the panel will focus on the research results among Latinos and African Americans, noting the extent to which their opinions are different from (or similar to) the opinions measured for the general population. For both excise taxes and secondhand smoke, the research presented will examine perceptions about these issues, determine the most compelling messages, examine the impact of opposition arguments and determine the best way to counter them.
The multi-phase research project, funded by the Robert Wood Johnson Foundation, consists of both qualitative and quantitative studies. The research team consists of two nationally recognized research firms who have provided strategic guidance to public health organizations, public interest groups and both major political parties at the very highest levels. The qualitative research consists of 22 focus groups (including 4 among Latinos and 4 among African Americans). Following the focus groups, the firms will conduct two comprehensive, nationally representative studies to quantify the findings from the qualitative work. To the extent necessary, each national survey will employ oversampling techniques to ensure valid sample sizes among Latinos and African Americans.
The panel will also explore the “real world” implications of the research, as advocates who have used these messages to reach the African American and Latino communities describe their own experiences.
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