MDR partnered with Rinck Advertising and the Maine Center for Disease Control and Prevention (Maine CDC) to conduct qualitative research exploring tobacco use among U.S. military veterans in Maine. The project aimed to understand veterans’ attitudes, behaviors, and experiences with tobacco, as well as their perspectives on quitting and the effectiveness of existing cessation resources. The research also sought input from Veterans Affairs (VA) providers to gain a broader understanding of institutional support and barriers to quitting. 

MDR implemented a comprehensive qualitative methodology that included multiple online and in-person focus groups and up to 10 in-depth interviews (IDIs) with veterans, along with up to five IDIs with VA providers. Participants were recruited using a geographically diverse sampling plan that included address-based sampling and outreach to veteran organizations. Eligibility criteria targeted Maine veterans aged 18 and older who currently use or have used tobacco, and VA providers working with veteran populations. Recruitment quotas ensured representation across military branches, service eras, and tobacco use histories. Data collection was guided by structured moderator and interview guides, and included visual stimuli such as mood boards to test reactions to campaign messaging. 

The research explored key themes including initial exposure to tobacco, motivations for use, changes in behavior post-service, attitudes toward quitting, and reactions to potential campaign concepts.  

MDR synthesized the findings into a detailed topline report and final deliverables that included audio and video recordings, redacted transcripts, and a comprehensive research report. The report featured key findings, annotated discussion summaries, and verbatim quotes. Feedback on campaign messaging revealed that patriotic and family-oriented imagery resonated more strongly than abstract visuals, and that terms like “mission” and “accountability” were more effective than “quitting,” which carried negative connotations in military contexts. 

This project stands out for its culturally responsive design and its focus on the intersection of military identity and health behavior. MDR’s work provides Rinck and Maine CDC with actionable insights to develop veteran-centered tobacco cessation campaigns that honor the lived experiences and values of Maine’s veteran community.