Despite overall declines in youth cigarette use, tobacco use inequities exist by race/ethnicity. Health communication campaigns can be effective in changing tobacco-related attitudes, intentions, and behaviours and can be used to address tobacco use inequities by targeting young people who are at high risk for tobacco use. In 2015, the U.S.
Food and Drug Administration launched Fresh Empire, the first tobacco public education campaign designed to reach primarily African American, Hispanic, and/or Asian American/Pacific Islander youth ages 12 to 17 years who identify with the Hip-Hop peer crowd.
This article, published in Health Promotion Practice, presents an overview of two targeting strategies— influencers on social media and paid digital and social media advertisements—that Fresh Empire uses to reach its audience and increase message credibility that can inform future campaigns targeting hard-to-reach populations.