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The Creation Of
A Peer-To-Peer Youth Advocacy Group Fighting Against Tobacco
Problem: The
problem was age-old; getting kids not to smoke. However,
Ohio not only had one of the highest incidence of smokers
under 18, but also is a tobacco growing state.
Solution: JKI
went beyond the traditional research methods, conducting
ethnographies in school and in communities as well as talking
to kids in social programs as well as at teen events. This
research program provided an in-depth portrait of the allure
of tobacco to Ohio youth and ultimately informed a grassroots
and branded youth advocacy program that harnesses the power
of "positive peer pressure". Ohio tweens went from being
the passive target of a mass anti-tobacco advertising campaign
to being the enthusiastic and committed leaders of a battle
against the manipulation of big tobacco.
Results:
Tobacco among kids in Ohio was
dramatically reduced, ultimately achieving a 45% drop in less
than four years. |
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