Evaluation of a Media Campaign Aimed at Preventing Initiation Into Drug Injection Among Street Youth

• NCJ Number: 220875
• Journal: Drugs: Education, Prevention and Policy Volume: 14 Issue: 5 Dated: October 2007 Pages: 401-414
• Author(s): Elise Roy; Veronique Denis; Natalia Gutierrez; Nancy Haley; Carole Morissette; Jean-Francois Boudreau
• Date Published: October 2007
• Length: 14 pages
• Publication Format: Article
• Publication Type: Report (Study/Research)
• Language: English
• Country: United Kingdom

Annotation

This study assessed the results of a campaign implemented to prevent initiation into drug injecting among Canadian street youth who had never injected drugs (NIDUs)

Abstract

Results indicated that fear of suffering harmful consequences from injecting drugs was a factor in preventing many street youth from injecting drugs. The results of the campaign evaluation suggested that the campaign reached its objective of strengthening existing resistance to injection drug use among young street-involved NIDUs; therefore, a prevention campaign that focused on the harmful consequences of drug injection seemed to be a promising strategy. Evaluation of the campaign revealed that the campaign was highly visible to the street youth targeted. Comprehension of the promoted messages also proved good. Most youth were affected by the campaign notably due to its sensational and realistic nature. The results showed that the campaign also caused them to reflect either on the negative consequences of injection drug use or on a more personal level on the consequences of their own drug use. Evidence suggests that social marketing style interventions can not only reach marginalized populations through the use of bold and innovative techniques, but also contribute to influencing their attitudes and perceptions. However, the social marketing approach is not a panacea. Initiation into injection drug use is a complex phenomenon that is often the result of the interaction of individual, social, and contextual factors. Other than the current campaign, only two interventions aimed at preventing initiation to injection drug use in at-risk individuals have been evaluated and have shown promising results. It is necessary to increase prevention efforts, and to establish more comprehensive programs aimed at preventing initiation to injection drug use. These interventions should be based on diversified approaches including: drug use management, health, education, housing support, and drug addictions services. A survey and a semi-structured interview were conducted on 146 youths whose average age was 19 years old. Limitations are discussed. Table, references