The online focus group was conducted during a four-day period from February 11th to February 14th 2003. The goal of the focus groups was to discuss smoking behavior, identify appropriate messengers, and messages for the counter-marketing campaign. Possible message content included fear based messages; self-efficacy and agency; information based messages; and messages that use lesbian pride as a common theme.
Twenty four current and former smokers participated in this focus group. Seventy percent of participants self-identified as lesbians and 30% identified as bisexual women. More than three quarters (78%) of the women who participated in the focus group had been smoking for more than twenty years. Fifty-two percent had no current plans to quit smoking at the time of the focus group.
