FORMATIVE RESEARCH

Research by Rescue and others found that teens who identify with the Hip Hop peer crowd are more likely to use tobacco compared to other peer crowds.

Within the Hip Hop peer crowd, tobacco use was intricately intertwined with social norms—smoking was seen as common at parties and kickbacks, and Hip Hop influencers were known to smoke cigarettes.

Through research with Hip Hop teens, we also learned about the social and cultural values that motivate them, including:

• Aspiring to overcome “the struggle” to achieve success
• Wanting to appear “fresh”—fashionable, powerful, confident, and trendsetting
• Seeking to uphold Hip Hop ideals, such as being authentic, creative, successful, and a leader

To provide a counter-message, we needed to show Hip Hop teens how a tobacco-free life aligned with their values and how tobacco use would get in the way of their goals.³

Fresh Empire became the first federal campaign created specifically for Hip Hop youth.

ASSOCIATING TOBACCO-FREE LIFESTYLE WITH HIP HOP VALUES

We used Rescue’s proprietary Social Branding® strategy, a behavior change framework to shift social norms within targeted audiences by associating healthy behaviors with core audience values.

Using this framework, we created culturally authentic messages for Hip Hop youth that showed them how a tobacco-free lifestyle aligned with their unique values, attitudes, and beliefs. The campaign also dispelled the idea that tobacco use is inextricably linked to Hip Hop culture.

VIDEO & PRINT ADS

We developed ads that featured Hip Hop teens doing relevant activities, like break dancing, rapping, or looking out for younger family members. The ads then showed that engaging in these activities was possible by being tobacco-free. Creative assets always provided a tobacco prevention message and additional creative elements to ensure cultural authenticity and relevance.

STRATEGIC INFLUENCER PARTNERSHIPS

Fresh Empire was the first federal campaign of its kind to work with influencers in the dissemination and amplification of behavior change messages. Well-known Hip Hop artists promoted Fresh Empire through their brands on the web and social media, and through paid media amplifications. We selected influencers based on:

• Their commitment to living a tobacco-free lifestyle
• Their level of influence and authenticity to the Hip Hop peer crowd
• The appropriateness of their music

Read more about our work with influencers in our federal campaigns in the FDA Center for Tobacco Products Influencer Best Practices Guide.

SOCIAL MEDIA & DIGITAL EXPERIENCES

A series of interactive elements for the campaign website and social media channels helped us reach the broader audience and increase topic awareness. They provided more facts and information for Hip Hop youth to engage with, increasing relatability and message recall.

EVENT ACTIVATIONS

Across the country, Rescue sponsored and activated the Fresh Empire brand at tobacco-free Hip Hop events to directly engage with the audience and provide interactive tobacco prevention experiences. These activations reinforced the message that youth can be true to the Hip Hop lifestyle while remaining tobacco-free.