Leveraging Social Media to Disseminate Evidence-based Messaging about Substance Use to Reduce Stigma and Promote Harm Reduction in Adolescents and Young Adults

Authors

• Jacob Mihalic, Thomas Jefferson UniversityFollow
• Gregory Jaffe, MD, MSEd, Thomas Jefferson UniversityFollow

Document Type

Abstract

Publication Date

2-11-2026

Academic Year

2025-2026

Comments

Presented at the 2026 Scholarly Inquiry (SI) Research Project Symposium.

Abstract

Introduction

Substance use disorder (SUD) remains a major contributor to morbidity and mortality in Philadelphia, with adolescents and young adults (AYAs) particularly vulnerable due to peer influence and digital exposure. However, harm reduction messaging rarely targets AYAs directly. This project will explore how AYAs engage with social media, how these platforms shape their perceptions of SUD, and how digital messaging can be leveraged to reduce stigma and support prevention.

Methods

This qualitative project will conduct three focus groups with Philadelphia AYAs aged 13-18, recruited through local Boys and Girls Clubs. Discussions will explore how AYAs engage with SUD-related content online, judge credibility, which message formats feel trustworthy, and how stigma-reducing messaging can be optimized. Outcomes will include perceived stigma, message reception, and preferred dissemination channels, analyzed through thematic coding.

Results

Pending IRB approval, this research is ongoing; however, we anticipate finding variability in platform trust, with higher engagement linked to relatable peers and concise content. Anticipated findings suggest that online misinformation and normalization of substance use may increase perceived acceptability and likelihood of experimentation or continued use. Despite small sample size and limited generalizability, findings are expected to inform how misinformation, stigma, and communication gaps influence AYA perceptions and substance use-related behaviors.

Conclusion

Findings will inform development of AYA-driven, evidence-based digital messages to reduce stigma, strengthen health literacy, and promote harm reduction behaviors. Results may also identify features that best engage AYAs to effectively reduce stigma. Future research includes generating prototype social media materials and testing their reception among AYAs.

Recommended Citation

Mihalic, Jacob and Jaffe, MD, MSEd, Gregory, "Leveraging Social Media to Disseminate Evidence-based Messaging about Substance Use to Reduce Stigma and Promote Harm Reduction in Adolescents and Young Adults" (2026). Phase 1. Paper 5.
https://jdc.jefferson.edu/si_phr_2028_phase1/5

Language

English