Focus Groups with Rural Youth to Test Strategic Concepts Designed to Prevent Youth Smokeless Tobacco Use

A Real Man

Concept Description Read to Youth
You get what a real man is all about, right? He’s
got plenty of attitude and confidence. Knows
how to stand up for himself, and others who
need his help. He’s a guy you can trust: tough
but with a big heart. And he always thinks for
himself, no matter what.

Concept Text Provided to Youth
But when a man chews, is he really thinking for
himself? Sure, his habit started with just a pinch,
but now he doesn’t seem to be able to do anything
without a chew. It’s like it controls him. He gets
angry when he can’t chew ... like he’s got to have it.
And how much do you see him without a can in his
back pocket? It makes you wonder: if a real man
isn’t supposed to rely on anything but himself, why
is he relying on chew so much?
You don’t control chew. It controls you.

Girls

Concept Description Read to Youth
In every guy’s life, there’s always that one girl.
Maybe she sits behind you in class. Or lives up
the street from you. You want her to notice you,
but always try to play it cool. Because she’s just
kinda awesome, and you don’t want to blow
your big chance.

Concept Text Provided to Youth
So you start doing things to impress her. Invite her
to watch you play sports. Play music she likes when
she’s around. Look for ways to help her out, or just
reasons to talk to you. You know what she likes –
and what she doesn’t. One thing that might turn
her off big time is chew. She might see something in
you, but if she sees you take a chew, it could be
game over. Is it worth the risk?
Girls don’t like guys who chew.

No Big Deal

Concept Description Read to Youth
Maybe you’re thinking about taking that first
dip. Heck, you probably know kids who do it.
They talk about the “buzz” it gives them, and
how they never get caught when they use it.
They act like it’s no big deal — it’s not as bad
as cigarettes, right?

Concept Text Provided to Youth
But there could be a few things they’re not talking
about. Nobody mentions the white lesions or
patches in their mouth, that don’t go away no
matter how much they brush their teeth. Or the
way they always try to hide their embarrassing bad
breath. And what about the new cavity the dentist
found last week? Sure, dip isn’t the same as
smoking, but what it can do to you isn’t any nicer.
So ask yourself:
Is the truth about dip uglier than you think?

Hometown

Concept Description Read to Youth
There’s a lot to like about living in a small town.
People stick together and care about one
another. Sure, you might have to drive a while to
get to certain things, and maybe folks get a little
too excited about the country fair, but this is
home.

Concept Text Provided to Youth
Around here, everyone knows everybody, and you might
also know people who dip. Some of them may be family,
friends and people you look up to, and maybe you feel
that you have to dip because they do. You may think it is
harmless, but you’ve heard it’s not good for you. Maybe
you wonder if people will still respect you if you don’t
want to dip. But the great thing about a small town is that
caring runs deeper than that. You can count on them no
matter what road you take. Their choice doesn’t have to
be your choice.
You don’t have to dip to fit in.

Safe

Concept Description Read to Youth
Lots of things are dangerous, but if you do them
a certain way, they might seem safe. Things like
riding your 450. If you’re gonna ride without
gear on, does riding at a much slower speed
make it safe? Or are you still going to get hurt if
you cross rut your tires and go flying? Same is
true with hunting. Maybe you forgot your
orange vest, so you decide not to stray from the
group. But, are you really safe out there?

Concept Text Provided to Youth
Dipping is like that, too. You probably heard that
it’s not as “bad for you” as cigarettes, but does
that make it a safe choice? After all, no type of
tobacco is risk free, so is it really safe to dip, or
are you just taking another kind of chance? The
more you really think about it, the more you
may want to ask yourself:
Is any form of tobacco ever safe?

Freedom to Choose

Concept Description Read to Youth
Like most guys, you probably have a group of
friends you can really count on. You’ve got a lot
in common with them, but that doesn’t mean
you agree on everything. Everyone has their
own likes and dislikes, whether it’s music,
sports, girls or all of the above. You’ve got to
make up your own mind, and real friends always
respect that.

Concept Text Provided to Youth
The same is true when it comes to chew. You might
know people who chew, but you don’t judge them.
It’s their choice, right? But hold on. Is it a choice
when they can’t finish their homework without it?
It’s like they really need it to concentrate. And they
never seem to have any extra money, because they
spent it all on chew. It makes you think: are you
really free to make up your own mind when you
choose to chew?
Chew steals your freedom to choose.