NCJ Number
175682
Date Published
1999
Length
380 pages
Annotation
This report presents findings from the evaluation of Phase I of the National Youth Anti-Drug Media Campaign sponsored by the Office of National Drug Control Policy (ONDCP).
Abstract
The report focuses on the effect of paid television advertising on awareness of anti-drug messages among youth, teens, parents and other adult influences. The major findings of the evaluation are: (1) paid anti-drug advertisements resulted in greater increases in awareness of anti-drug ads in target sites than in comparison sites; (2) target sites consistently experienced greater increases in levels of awareness from baseline to follow-up; (3) the greater the number of times an ad was shown and the more often it was shown during the prime viewing hours of its intended audience, the greater the level of awareness; (4) the level of awareness of an ad was consistently greater in the sites where the ad was purchased as opposed to being broadcast as a Public Service Announcement; (5) paid advertising was an effective way to reach youth, teens and parents; and (6) parents in target sites showed increases in perceptions of the risk of their children regularly using marijuana, cocaine/crack, inhalants, and methamphetamines as well as trying inhalants, methamphetamines, heroin and cocaine/crack. Figures, tables. notes, references, appendixes