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Annual Analysis of the Effectiveness of the National Youth Anti-Drug Media Campaign

NCJ Number
Date Published
June 2010
37 pages
This report to Congress discusses the annual analysis of the effectiveness of the National Youth Anti-Drug Media Campaign.
The Office of National Drug Control Policy's (ONDCP's) 2006 Reauthorization requires the Director to submit by April 20 of each year an evaluation of the National Youth Anti-Drug Media Campaign that "enables consideration of whether the national media campaign has contributed to reduction of illicit drug use among youth." According to the results of the Campaign's copy testing, the Above the Influence advertisements were determined to be effective in that, at the time of testing, they significantly strengthened anti-drug beliefs and/or weakened intentions to use marijuana among the target audience or subgroup. Subsequent in-market data, however, present a more complex picture. While awareness of the Above the Influence Campaign continues to increase and to outpace other major public health information campaigns, anti-drug attitudes, such as the perceived dangers associated with marijuana use, appear to be softening. In-market tracking data related to the parents Prescription Drug Abuse Prevention Campaign, when evaluated post-launch, parents demonstrated an increased belief that prescription drug abuse is a serious problem, as well as increased intentions to take action to prevent abuse, such as securing drugs at home, disposing of unneeded medications, and setting clear rules about drug use. Data for this report were collected from the three national surveys, data from the Campaign's copy testing and in-market tracking studies, and findings from other relevant studies. 9 figures