The National Institutes of Health (NIH) is spending more than a half a million dollars to create a social media campaign that persuades mothers to tell their daughters not to go to the tanning salon.
The project, “Likes, Pins, and Views: Engaging Moms on Teen Indoor Tanning Thru [sic] Social Media,” will target moms on Facebook, Twitter, YouTube, Pinterest, and Instagram for two school years.
The study will also “analyze” the “political ideology” of mothers to see whether it has an impact on their engagement.
“Secondary aims are to analyze potential moderators (e.g., mother/daughter characteristics; mothers’ political ideology) and mediation of campaign effectiveness by theoretical concepts and campaign engagement,” the grant said.
Klein Buendel, Inc. was awarded $676,417 for the study. The company previously received $791,846 from the Department of Justice (DOJ) to develop a computer game to “limit the aggression” of middle school boys.