NCJ Number
176975
Date Published
1999
Length
25 pages
Annotation
Findings from the evaluation of Phase II of the National Youth Anti-Drug Media Campaign that focused on television, radio, newspaper, magazine, school book cover, movie theater, and Internet advertisements demonstrated the effect of the program on the awareness of anti-drug messages among youth and parents of school-age children.
Abstract
The overall communication objective of Phase II was to reach 90 percent of the target audience with 4 to 7 anti-drug messages each week. Launched in July 1998, Phase II had three goals: (1) Educate and enable youth to reject illegal drugs; (2) Prevent youth from initiating the use of drugs, especially marijuana and inhalants; and (3) Convince occasional drug users to stop using drugs. Surveys of youth and parents demonstrated that Phase II increased awareness of anti-drug advertisements at the national level, commercials and other media were key information sources on drug use dangers for youth, both youth and parents learned some new facts about the risks of using drugs, the media campaign changed some attitudes toward drug use, and parents were key sources of information and influence regarding drug use. The evaluation of Phase II showed the Office of National Drug Control Policy is increasing the supply of new anti-drug advertisements to reach various racial and ethnic groups and has approved the development of new advertisements in 11 languages other than English. Target audiences have been further refined to focus more on "sensation seekers" and middle school students most at risk. Alliances with media companies will be developed since they have been found to be highly effective in reaching target audiences due to the wide range of communication vehicles offered and extensive expertise. Recognizing that the Internet is one of the fastest growing media through which to reach young people, Phase II of the media campaign will expand the Internet component. In addition, the reach and frequency of advertisements targeting adults will be augmented. 5 figures