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Why peer crowds matter: Incorporating youth subcultures and values in health education campaigns

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  • Moran, M.B.
  • Walker, M.W.
  • Alexander, T.N.
  • Jordan, J.W.
  • Wagner, D.E.

Abstract

Grounded on research showing that peer crowds vary in risk behavior, several recent health behavior interventions, including the US Food and Drug Administration'sFreshEmpirecampaign, have targeted high-risk peer crowds. We establish the scientific foundations for using this approach. We introducepeer crowd targeting as a strategy for culturally targeting health behavior interventions to youths. We use social identity and social norms theory to explicate the theoretical underpinnings of this approach. We describe Fresh Empire to demonstrate how peer crowd targeting functions in a campaign and critically evaluate the benefits and limitations of this approach. By replacing unhealthy behavioral norms with desirable, healthy lifestyles, peer crowd-targeted interventions can create a lasting impact that resonates in the target audience's culture.

Suggested Citation

  • Moran, M.B. & Walker, M.W. & Alexander, T.N. & Jordan, J.W. & Wagner, D.E., 2017. "Why peer crowds matter: Incorporating youth subcultures and values in health education campaigns," American Journal of Public Health, American Public Health Association, vol. 107(3), pages 389-395.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2016.303595_3
    DOI: 10.2105/AJPH.2016.303595
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    Cited by:

    1. Sarah D. Kowitt & Allison J. Lazard & Tara L. Queen & Seth M. Noar & Adam O. Goldstein, 2018. "Adolescents’ Aided Recall of Targeted and Non-Targeted Tobacco Communication Campaigns in the United States," IJERPH, MDPI, vol. 15(11), pages 1-15, October.
    2. Nhung Nguyen & Louisa M. Holmes & Minji Kim & Pamela M. Ling, 2020. "Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study," IJERPH, MDPI, vol. 17(20), pages 1-13, October.
    3. Purhonen Kirsi & Kauronen Marja-Leena & Lehtonen Olli & Polak Angelika & Kallunki Valdemar, 2021. "Visual Research Methods: Recognising the Social Identities and Behaviour of Non-Smokers and Smokers," Econometrics. Advances in Applied Data Analysis, Sciendo, vol. 25(3), pages 1-20, September.
    4. Angdi Zhou & Xinru Li & Yiwen Song & Bingqin Hu & Yitong Chen & Peiyao Cui & Jinghua Li, 2023. "Academic Performance and Peer or Parental Tobacco Use among Non-Smoking Adolescents: Influence of Smoking Interactions on Intention to Smoke," IJERPH, MDPI, vol. 20(2), pages 1-14, January.
    5. Kayzel R. Tabangcura & Rachel Taketa & Crissy T. Kawamoto & Samia Amin & Steve Sussman & Scott K. Okamoto & Pallav Pokhrel, 2023. "Peer Crowds and Tobacco Product Use in Hawai‘i: A Qualitative Study," IJERPH, MDPI, vol. 20(2), pages 1-14, January.

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