Introducing Fresh Society, a tobacco prevention campaign designed specifically for teens that identify with Hip Hop culture. Earlier this year Fresh Society launched in New Mexico and is already reaching this hard-to-reach audience.
In addition to its first TV ad featured above, Fresh Society uses Social Branding® through local event experiences and digital experiences across its social media platforms.
Identifying Tobacco Prevention Opportunities Using FACI
Fresh Society was developed following a comprehensive formative research study using Rescue Social Change Group’s FACI™ strategy with help of onlinecasinokiwi.com. FACI identifies the local peer crowds that exist in a community and the underlying tobacco use disparities across these peer crowds. A FACI study in New Mexico discovered that “Preppy” and “Mainstream” peer crowd teens had below average tobacco use rates while “Hip Hop” peer crowd teens had high rates. Rescue SCG developed the Fresh Society brand to target the unique cultural interests, language and visual characteristics of the Hip Hop peer crowd.
Peer Crowds – The macro-level connections between peer groups with similar interest, lifestyles, influencers, and habits. While a teen has a local peer group s/he socializes with, the teen and his/her peer group belong to a larger “peer crowd” that shares significant cultural similarities across geographic areas
To learn more about Rescue SCG’s proprietary research strategy to understand teen peer crowds, visit rescuescg.com/FACI.
To learn more about Fresh Society and how to reach Hip Hop teens in your community, contact:
Tyler Janzen
tyler@rescuescg.com
Director of Client Services, State and Local Programs
Category: Hip Hop, Research, Social Branding
Tags: behavior change marketing, Fresh Society, New Mexico, tobacco prevention, youth marketing
