Perspectives From Hard-to-Reach Youth

Theoretical Background and research questions/hypothesis:  The Centers for Disease Control and Prevention’s (CDC) Division of Violence Prevention is developing an initiative to promote respectful, nonviolent dating relationships for 11 to 14-year-old youth in high-risk urban communities (YHRUC). Due to concentrated poverty, lack of resources, and exposure to community violence, YHRUC may be at an increased risk of teen dating violence (TDV). In addition, few TDV prevention programs exist for this audience. As part of the initiative, CDC plans to engage 15 to 18-year-old near-peers who have significant influence on their younger peers to reinforce communication messages about healthy dating. The project includes two phases of research. The first phase was presented at last year’s CDC NCHCMM conference and included secondary research on YHRUC beliefs, attitudes, and behaviors related to dating relationships; as well as other psychographic data. The second phase consists of primary research with 13 to 14-year-old and 15 to 18-year-old YHRUC and provides the content for the proposed presentation.  

Methods: We are conducting 20 focus groups in two markets. Groups vary by sex (males and females), age (13-14 year olds and 15-18 year olds), and race (mixed races, Hispanic, and African American). The research with the younger segment (1) explores knowledge, attitudes, and behaviors toward dating relationships; and (2) assesses perceptions around prevalence of healthy vs. unhealthy relationships.

The research with the older segment explores the same topics described above and (1) identifies situations where youth view themselves as having an influence on younger teens; (2) identifies other factors that youth perceive as having an influence on younger teens; (3) explores views on family, community, societal, and entertainment factors that need to change to help younger YHRUC see that healthy dating relationships should be the norm; and (4) identifies "lessons learned" from older youth in the area of dating relationships.  

Results:

Preliminary results from phase one suggest that YHRUC are different from the general youth population in several ways that have implications on effective communications with this audience. For example, while Internet access is widespread among YHRUC, it is mostly accessed via school computers or mobile phones. In addition, YHRUC are less engaged in organized groups and programs and are heavily influenced by older peers. The findings from the primary research will be analyzed to explore these differences in more depth and will report on the research objectives described earlier.  

Conclusions:

This primary research represents a significant contribution to the public health/communications field, as it provides valuable insight into an audience for which very limited information is available. Additionally, these findings will inform the development of a communications initiative to reach and engage YHRUC on the topic of TDV.  

Implications for research and/or practice:  

   We will share how these findings translate into actionable learnings in designing a communications initiative for YHRUC to increase awareness of healthy dating relationship messages and ultimately change attitudes, beliefs, knowledge, and norms as related to TDV and healthy relationships.