Evaluation of the National Youth Anti-Drug Media Campaign: Fourth Semi-Annual Report of Findings, Executive Summary

• NCJ Number: 194704
• Author(s): Robert Hornik; David Maklan; Diane Cadell; Amalia Prado; Carlin Barmada; Lela Jacobsohn; Robert Orwin; Sanjeev Sridharan; Paul Zador; Brian Southwell; Elaine Zanutto; Robert Baskin; Adam Chu; Carol Morin; Kristie Taylor; Diane Steele
• Date Published: May 2002
• Length: 26 pages
• Contract Number(s): N01DA-8-5063
• Sponsoring Agency: National Institute on Drug Abuse
• Corporate Author: Westat; University of Pennsylvania
• Sale Source: National Institute on Drug Abuse
• Publication Format: Document
• Publication Type: Program/Project Evaluation
• Language: English
• Country: United States of America
• Note: *This document is currently unavailable from NCJRS. See NCJ-194705 for the Full Report

Annotation

This report presents the methodology and findings of an evaluation of the National Youth Anti-Drug Media Campaign, which was funded by the Congress to reduce and prevent drug use among youth by addressing youth both directly and indirectly and by encouraging their parents and other adults to take actions known to affect youth drug use.

Abstract

In this report, the major intervention components include television, radio, and other advertising, complemented by public relations efforts, including community outreach and institutional partnerships. This evaluation report covers the current phase (Phase III) of the project, from September 1999 through December 2001. The primary tool for the evaluation is the National Survey of Parents and Youth (NSPY). This survey collected initial and follow-up data from a nationally representative sample of youths between the ages of 9 and 18 years old. Initial and follow-up data was also collected from the parents of these youths. This report presents analyses from the first four waves of NSPY, covering the period from September 1999 through December 2001. Most parents and youths recalled exposure to anti-drug campaign messages. There was evidence consistent with a favorable campaign effect on parents. Overall, there were favorable changes in four out of five parent belief and behavioral outcome measures, including talking about drugs with, and monitoring of children. Moreover, parents who reported more exposure to campaign messages scored better on those outcomes after applying statistical control for confounders. There was no evidence of indirect effects on youth behavior as a result of parent exposure to the campaign. There was little evidence of direct favorable campaign effects on youth. There was no statistically significant decline in marijuana use or improvements in beliefs and attitudes about marijuana use between 2000 and 2001, and no tendency for those reporting more exposure to campaign messages to hold more desirable beliefs. 13 tables, 4 figures, and 1 reference