NCJ Number
171694
Date Published
December 1998
Length
60 pages
Annotation
This document outlines the strategic basis for the National Youth Anti-Drug Media Campaign, a multi-faceted primary prevention media campaign.
Abstract
This communication strategy will be used by the Office of National Drug Control Policy (ONDCP) to chart the overall direction of the campaign, as well as guide the development of specific campaign messages, materials, and activities. Although the communication strategy will evolve over time as a result of campaign monitoring and evaluation, this document provides the framework and starting point based on ONDCP's extensive campaign planning process. The key principles of the strategy are a universal approach, a focus on primary prevention, a reduction in demand, a targeting of illicit drugs of first use, a response to local conditions, and the promotion of effective parenting strategies. One chapter addresses a statement of the problem, which notes that America's youth are at risk for drug abuse, and no one is immune; marijuana and inhalant use account for much of the drug use increase among youth; and drug use has negative consequences. Another chapter focuses on the scientific and situational bases for the strategy, followed by a chapter on youth audiences, parents and other primary caregivers, and other youth-influential adults. Remaining chapters consider communication objectives and strategies and message-execution considerations. 9 notes and 134 references