The Social Marketing and Behavior Change Methods Center

presents:

Teen Peer Crowds & Risk Behaviors

Jeff Jordan, Presenter

Most adolescent public health campaigns aim for the mainstream center of teen culture in an effort to reach the largest number of teens, but likely fail to reach those youth at the fringes of the teen culture. But what if those at the fringes of teen culture engage in risk behaviors the most?

Rescue SCG’s innovative research is building a strong evidence-base on the science of “peer crowds,”—aggregates of individuals and peer groups that have similar interests, lifestyles and influencers across geographic areas. American teens are influenced by at least 6 different peer crowds that are nationally pervasive: Mainstream, Hip Hop, Alternative, Preppy, Country and LGBT. Evidence from studies in VA, RI, MS and VT all suggest a positive association between identification with fringe peer crowds and risk behaviors like tobacco use. Unfortunately, few adolescent public health campaigns have been able to effectively tailor and target messages to teens who identify with the Hip Hop, Alternative, Country to LGBT peer crowds, where risk behaviors are concentrated.

This presentation will summarize the research findings and discuss the implications of this science. Examples of campaigns that target fringe crowds will also be presented.

Social change is Jeff Jordan’s priority. His observance of the lack of effective social marketing services led him to start Rescue  Social Change Group when he was only 17 years old. While growing Rescue SCG, he received his BA in marketing from Johnson & Wales and a masters in psychology from the University of San Diego. Rescue SCG now has more than 50 staff at 4 offices in the US, and works on over 20 social change programs at any given time.

More information, and a place for online discussion is available here, on the Methods Center webpage:

http://blogs.cam.abtassoc.com/MethodsCenters/?page_id=2710

Friday, November 22, 2013 10:00 – 11:00 AM

Locations

Capitol Room, Bethesda; Ramp Room 3, Cambridge; and Hatteras Room, Durham

Telecommuters, please call in:

Domestic telecommuters: 1-888-446-7584

International telecommuters: 1-212-372-3742

Participant code:  8350358

To view the slides:

https://www1.gotomeeting.com/join/208320801

Meeting ID: 208-320-801