Draft advertising concepts were tested in a series of focus groups among 140 lesbian, gay, bisexual, and transgender (LGBT) young adults aged 18 to 24 in seven U.S. cities in 2015. In this secondary analysis of focus group transcripts, young adult responses to tested concepts belie deeper lessons that have broader application for public education campaigns among LGBT young adult audiences. Respondents valued seeing both individuals who were like them and also unlike them, preferring a diverse portrayal of the fuller spectrum of LGBT communities, a finding which has implications for campaign segmentation of LGBT audiences. More broadly tailored communications for LGBT audiences can be appropriate as long as portrayals are diverse. These young adults expressed the desire to see nuanced, humanizing content that avoids playing into existing stereotypes. These findings also show how qualitative research can benefit segmentation and how research and communications can address the needs of subgroups within diverse segments.
Keywords: LGBT; health promotion; public health; sexual minorities; tobacco.