Since 1996, our research team has conducted 15 focus groups with 169 middle-school youth in small communities as formative research for campaigns against alcohol, tobacco, drugs, and violence. Some key findings of a synthesis of focus-group results are that girls and boys perceive different risks to alcohol and tobacco use; peer relationships are important, but there is great potential for parents to increase influence; females and Hispanic youth are most concerned about serving as good role models; and youth prefer campaign materials that feature typical youth and activities. (Contains 1 table.)