... cigarette use within the higher-risk alternative teen peer crowd in Virginia, USA, is presented as a case study with evaluation results. Design/methodology/approach Social Branding first creates an authentic lifestyle brand that appeals to a psychographically-defined audience. Once sociocultural...

...Everly Macario; Carol Krause; Jennifer Cooke Katt; Shelley Caplan; Robin Stevens Payes; Alexandra Bornkessel Purpose The purpose of this case study is to examine the National Institute on Drug Abuse's (NIDA) use of its Sara Bellum Blog (SBB) as a means of engaging teens in the science behind drug...