NCJ Number
234082
Date Published
March 2011
Length
36 pages
Annotation
This report to Congress by the Office of National Drug Control Policy (ONDCP) reports on the operation and progress achieved with the National Youth Anti-Drug Media Campaign (the Campaign) for fiscal year (FY) 2010 (October 2009 - September 2010).
Abstract
Congress' objectives for the Campaign were met. These specified objectives were to prevent drug abuse among youth, increase adults' awareness of the impact on youth of drug abuse, and encourage parents and other interested adults to discuss with youth the dangers of illegal drug use. In FY 2010 the Campaign consisted of two primary initiatives: a re-launched youth-targeted "Above the Influence" (ATI) campaign and the Anti-Meth (methamphetamine) Campaign. The latter campaign targeted young adults and their parents in communities with the highest meth prevalence rates. As a result of its program activity, the Campaign produced advertising that tested well among target audiences in increasing awareness of advertising for the ATI and Anti-Meth campaigns, as well as improving specific beliefs and intentions related to each of these campaigns. National paid media for the ATI campaign improved on previous efforts by including broader substance messaging and a new two-tiered messaging delivery strategy. By using a combination of teen-targeted Web site and social networks, cable and network TV, popular teen print publications, and place-based and mobile marketing, the Campaign successfully maintained 20 weeks of ATI media presence that directly engaged teens with drug-prevention messages. From June to September 2010, the Campaign is estimated to have reached 96 percent of teens (ages 12 to 17) approximately 30 times with ATI messaging. Testing and evaluation of the Campaign's messages with data-collection instruments approved by OMB (Office of Management and Budget) showed favorable results in reaching targeted audiences and achieving the desired effects on their beliefs and intentions regarding the use of illegal drugs.