NCJ Number
161432
Date Published
1995
Length
66 pages
Annotation
This report documents the development of a media-based information resource about drugs for children aged 9 to 10 years.
Abstract
Development of this program began with a review of literature about the theory underlying the project: social marketing, the application of commercial marketing techniques to social issues. Program designers identified and assessed target children's mindset, developed prototype material, piloted the material and obtained feedback from children, teachers and parents. Children in the transition from primary to secondary school were the target audience, and researchers sought to understand, inter alia, their concerns, fears, and aspirations; their perception of authority; and how much control they thought they would have in situations they feared. Researchers suggest that prototypes developed in this project could be developed further, possibly with a more detailed evaluation of revised materials in other geographical settings. They also suggest avenues to explore as a result of this study; little research literature was available on media channels as tools for health education. References, appendix