ABSTRACT
The purpose of this pilot study was to test a peer-led Hip-Hop Development Model (HHD) prevention intervention designed to increase the perceived risk from drug use for undergraduate college students attending a Historically Black College and University (HBCU). The HHD model was used to develop prevention messaging to increase the perceived risk from drug use. This study examined the following outcomes of peer-group-based development of public service announcements grounded in HHD: (1) feasibility, (2) acceptability, and (3) potential for immediate posttest and 1-year impact on perceived risk from marijuana use. Findings indicated that the college students were able to produce public service announcements over the course of a semester that could be broadcast to other students on campus. At the 1-year follow-up, perceived risk from marijuana use was significantly higher than at baseline. Perceived risk from marijuana use at baseline was low with 36% of participants who responded moderate or great risk which increased to 63% at immediate and 50% at 1-year posttest. This small pilot study provides insights into what is needed to implement and evaluate youth-targeted marijuana prevention messaging, in a context of rapid increase in the liberalization of adult marijuana use across the United States.