MDR partnered with Rinck Advertising and the Maine Center for Disease Control and Prevention (Maine CDC) to conduct qualitative research exploring tobacco use among LGBTQ+ adults in Maine. The project aimed to inform a future tobacco cessation campaign by understanding the experiences, attitudes, and motivations of current and former tobacco users within the LGBTQ+ community. MDR’s work focused on uncovering barriers to quitting, trusted resources, and the effectiveness of various campaign messages and imagery.
To recruit participants, MDR implemented a multi-pronged strategy that included a push-to-web approach using an address-based sample, outreach through MDR’s internal panel, and collaboration with Maine CDC’s community partners. Eligible participants were LGBTQ+ adults in Maine who currently or previously used tobacco products. MDR conducted five online focus groups. Each session lasted approximately 90 minutes and was facilitated via Zoom. Discussions were recorded, transcribed, and analyzed for thematic content.
The discussion guide, developed collaboratively by MDR, Rinck, and Maine CDC, covered a range of topics including attitudes toward tobacco, motivations to quit, barriers to cessation, experiences with cessation resources (particularly the Maine QuitLink), and reactions to campaign imagery. Participants shared complex and often conflicted views on tobacco use, citing health concerns, social stigma, and addiction as key issues.
MDR also tested five campaign images with participants, who rated each on a six-item perceived effectiveness (PE) scale. Participants emphasized the importance of authenticity, inclusivity, and clear resource information in campaign materials.
MDR provided Rinck and Maine CDC with a comprehensive final report that included detailed thematic analysis and demographic breakdowns. Deliverables also included audio and video recordings, redacted transcripts, and a presentation of findings. The insights from this project offer valuable guidance for developing targeted, culturally responsive tobacco cessation messaging for Maine’s LGBTQ+ community.
