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From Perceptions to Behaviors: A Comprehensive Approach to Examine the Impact of Public Health Communication Messaging about the Continuum of Risk for Tobacco Products

Award Number: U01CA294539
ORGANIZATION: NATIONAL CANCER INSTITUTE
OPDIV: NIH
AWARD CLASS: COOPERATIVE AGREEMENT
AWARD ACTIVITY TYPE: SCIENTIFIC/HEALTH RESEARCH (INCLUDES SURVEYS)
PERIOD OF PERFORMANCE START DATE: 08/16/2024
PERIOD OF PERFORMANCE END DATE: 07/31/2028

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From Perceptions to Behaviors: A Comprehensive Approach to Examine the Impact of Public Health Communication Messaging about the Continuum of Risk for Tobacco Products - PROJECT SUMMARY Effective communication strategies are urgently needed to convey the relative risks of tobacco products accurately among adults who currently use combustible tobacco while minimizing such appeal among youth populations. There is a significant gap in research on the impacts of communicating the continuum of tobacco products risks to diverse audiences. Current research has primarily been limited to cross-sectional studies of single message exposures among adults. As such, there is insufficient evidence on how messaging about the continuum of risk of tobacco products would influence the message response, receptivity, behavioral precursors, and tobacco use behaviors among the diverse audiences that these messages must reach. The long-term objective of this project is to optimize future public health communication on the continuum of risk for tobacco products to minimize tobacco use harms among adults who use tobacco products and prevent youth initiation and progression of tobacco product use. Our proposed project, in direct response to RFA-OD-23-021, will assess the effects of FDA tobacco product risk continuum messaging on adult users of combustible tobacco products (including those who have not yet been able to quit) and youth/young adults using an integrated study design that captures the full range of relevant outcomes, from immediate message response and receptivity to longer-term behavior. This project is guided by a theoretical framework integrating key constructs in health communication (Message Impact Framework), persuasion (McGuire's persuasion framework), behavioral economics, and behavioral change theories (Reasoned Action). Our specific aims are to: (1) Generate rankings of messages and identify effective message features based on perceived message effectiveness, and message comprehension; (2) Characterize effects of messages and message features on response and receptivity, and precursors to behavior, including behavioral intentions, and (3) Specify immediate and long-term behavioral effects of tobacco product risk continuum messages. Approach: We will deploy a nimble framework to: refine messaging and develop control messages (message rating survey, cognitive interviews); formally test message response, receptivity, and effects on behavioral precursors (online national experiments, eye-tracking and neuroimaging); and assess immediate and long-term effects on behavior (mobile device-based message delivery and laboratory smoking topography studies) among samples of adults who use combustible tobacco, youth/young adults who use non-combustible tobacco, and youth/young adults who do not use tobacco. Impact: The successful completion of this project will provide FDA with clear, rigorous, and comprehensive evidence regarding the effectiveness of the specific messages provided for this study, as well as theory-informed insights regarding broader message strategies to optimize future public health communication on the continuum of risk for tobacco products to diverse audiences.


Issue Date FY	Funding FY	Legal Entity Name	Legal Entity Address	Legal Entity City	Legal Entity State	Legal Entity Zip Code	Legal Entity COUNTY	Legal Entity COUNTRY	Assistance Listing	Award Code	Budget Year	Action Date	Action Type	Action Amount

Issue Date FY: 2026 ( Subtotal = $0 )
2026	2025	THE JOHNS HOPKINS UNIVERSITY	3400 N CHARLES ST	BALTIMORE	MD	21218	BALTIMORE CITY	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	2	4/23/2026	NON-COMPETING CONTINUATION	$0
														Subtotal = $0

Issue Date FY: 2025 ( Subtotal = $2,365,255 )
2025	2025	THE JOHNS HOPKINS UNIVERSITY	3400 N CHARLES ST	BALTIMORE	MD	21218	BALTIMORE CITY	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	2	8/1/2025	NON-COMPETING CONTINUATION	$2,365,255
2025	2025	THE JOHNS HOPKINS UNIVERSITY	3400 N CHARLES ST	BALTIMORE	MD	21218	BALTIMORE CITY	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	001	2	9/15/2025	NON-COMPETING CONTINUATION	$0
														Subtotal = $2,365,255

Issue Date FY: 2024 ( Subtotal = $2,490,060 )
2024	2024	THE JOHNS HOPKINS UNIVERSITY	3400 N CHARLES ST	BALTIMORE	MD	21218	BALTIMORE CITY	USA	Cancer Cause and Prevention Research	000	1	8/16/2024	NEW	$2,490,060
														Subtotal = $2,490,060

Grand Total All Awards = $4,855,315

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From Perceptions to Behaviors: A Comprehensive Approach to Examine the Impact of Public Health Communication Messaging about the Continuum of Risk for Tobacco Products

Award Number: U01CA294539

ORGANIZATION: NATIONAL CANCER INSTITUTE

OPDIV: NIH

AWARD CLASS: COOPERATIVE AGREEMENT

AWARD ACTIVITY TYPE: SCIENTIFIC/HEALTH RESEARCH (INCLUDES SURVEYS)

PERIOD OF PERFORMANCE START DATE: 08/16/2024

PERIOD OF PERFORMANCE END DATE: 07/31/2028

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