WED-016 - Peer-led, Culturally Responsive Strategies for Youth Gambling Prevention: A Feasibility Study in Central Massachusetts

Brief Abstract Summary: Discover how peer-led, culturally responsive strategies can prevent underage gambling among BIPOC youth. Learn how high school and college Health Ambassadors design and deliver bilingual digital and community-based prevention messages, engage their peers, and build health communication skills. Hear about early successes and challenges, and lessons for sustaining and institutionalizing youth-led initiatives in schools and communities.

Detailed abstract description: Background
Youth gambling represents an increasing public health concern in Massachusetts. Results from the 2019 Massachusetts Youth Health Survey indicate that 46% of middle school students and 50% of high school students reported gambling within the past year, including activities such as sports betting, lotteries, and fantasy sports. The 2023 legalization of online sports wagering in Massachusetts and the ubiquity of gambling advertisements have created unprecedented access and normalization of gambling behaviors among youth. To address this emerging risk, Worcester State University’s Latino Education Institute (LEI) and Health Sciences Department developed the Youth Wellness Corps (YWC), a peer-led health communication initiative designed to prevent underage gambling and strengthen protective factors among BIPOC youth in Central Massachusetts. This project was funded by the Massachusetts Department of Public Health Office of Problem Gambling Services. The content and views expressed by the authors are solely their own.

Purpose
The purpose of this feasibility study was to examine the practicality, acceptability, and early implementation outcomes of the YWC model. Specifically, it aimed to determine whether peer-led, culturally responsive digital communication strategies could be effectively developed, delivered, and sustained in community and educational settings.

Methods
The YWC recruited and trained high school and college students to serve as Health Ambassadors who design and deliver prevention messaging through school-based outreach, community engagement, and social media campaigns. Training included modules on health literacy, motivational interviewing, behavior change, digital storytelling, and social marketing principles. Feasibility measures included recruitment and retention rates, ambassador satisfaction, training completion, and audience engagement metrics.

Preliminary Findings
We observed strong youth interest and engagement, suggesting high acceptability of the peer-led model. Ambassadors successfully produced bilingual prevention content and facilitated discussions that resonated with local audiences. Challenges include logistical and scheduling barriers, due to competing academic, employment, or family responsibilities.

Implications for Health Communication
This feasibility study provides early evidence that youth-led programming can serve as a practical and culturally relevant approach to gambling prevention. Findings underscore the value of equipping young people with skills to act as credible health messengers in digital spaces that are increasingly dominated by gambling promotion. Sustainability depends on structured scheduling systems, flexible training models, and continuous recruitment pipelines. Lessons learned will inform program refinements. Future research should examine long-term outcomes related to behavior change, message retention, scalability, and institutionalization.