Evaluation of the National Youth Anti-Drug Media Campaign: Fourth Semi-Annual Report of Findings (Full Report)

• NCJ Number: 194705
• 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: 767 pages
• Contract Number(s): N01DA-8-5063
• Sponsoring Agency: National Institute on Drug Abuse
• Corporate Author: Westat; University of Pennsylvania
• Sale Source: Westat; NCJRS Photocopy Services
• Publication Format: Document
• Publication Type: Program/Project Evaluation
• Language: English
• Country: United States of America
• Note: See NCJ-194704 for the Executive Summary.

Annotation

This report on the findings of the evaluation of the National Youth Anti-Drug Media Campaign focuses on the recall of campaign messages, the effects of the campaign on parents, and its effects on youth.

Abstract

The National Youth Anti-Drug Media Campaign was funded by Congress to reduce and prevent drug use among youth by addressing youth directly, as well as indirectly, by encouraging their parents and other adults to take actions known to affect youth drug use. The major intervention components include television, radio, and other advertising, complemented by public relations efforts that include community outreach and institutional partnerships. This evaluation report covers the current phase (Phase III) of the project, (September 1999 through December 2001). Regarding recall of campaign messages, most parents and youth recalled exposure to campaign anti-drug messages. About 70 percent of both groups reported exposure to one or more messages through all media channels every week. Regarding effects on parents, there was evidence consistent with a favorable campaign effect on parents. Overall, there were favorable changes in four out of five parent belief and behavior outcome measures, including talking about drugs with, and monitoring of, children. Parents who reported more exposure to campaign messages scored better on these outcomes after applying statistical control for confounders. There was no evidence as yet of any indirect effects on youth behavior as the result of parent exposure to the campaign. Regarding effects on youth, 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 there was no tendency for those who reported more exposure to campaign messages to hold more desirable beliefs. These interim findings reflect the first 2 years of Phase III operation. 86 tables, 21 figures, and appended methodological information