Resources we want to share

Respecting the Air We Breathe produced a number of resources that we would like to share with anyone interested in communication strategies targeted to young adults.

During Phase I of the project, research activities were undertaken to increase knowledge and understanding of young adults as a target audience, determine best practices, support the message development process and guide recommendations. A literature review, which focused on young adults and tobacco control issues, was undertaken and an inventory of young adult-oriented messages and resources was also compiled.

During Phase II, four message concepts were tested in focus groups.

Here are the concepts as they were presented to focus group participants:

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The concepts were also focus group tested with Inuit participants:

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Participants’ opinions of the concepts were collected and analyzed. Improvements were made to two of the concepts based on participants’ feedback.

Here are the improved versions of two concepts:

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To read more about these message concepts, why and how they were developed and recommendations, please see the final report for Respecting the Air We Breathe.

For details on the analysis of focus group data, please see the consultant’s report.