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A Focus Group Report on Adolescent Behaviors, Perceptions, Values and Attitudes on Health, Nutrition and Physical Activity - A Qualitative Exploration

In August 1998, focus groups were conducted on behalf of the California Nutrition Network and California Project LEAN's Food on the Run program to explore practices and perceptions about healthy eating and physical activity among multiethnic adolescents ages 12-17 from low income households.

The objectives of the research were to:

• Explore adolescents' attitudes, perceptions and motivations to healthy eating and physical activity;
  
  
• Identify barriers, benefits and/or opportunities to healthy eating and physical activity among adolescents;
  
  
• Test adolescents' reactions to and perceptions of 1% milk slogans and healthy living message concepts;
  
  
• Explore potential opportunities for reaching adolescents through various spokespeople and communication channels including school, media, retail and community-based organizations.

The results of this research will help to enhance knowledge within this area to help define and identify channels and strategies for developing social marketing campaigns targeting lower income adolescents.