NCJ Number
175683
Date Published
1999
Length
37 pages
Annotation
This is the Executive Summary of significant findings from Phase I of the National Youth Anti-Drug Media Campaign sponsored by the Office of National Drug Control Policy (ONDCP).
Abstract
Findings from school-based surveys of youth in grades 4-12, telephone surveys of parents, focus groups and key informant interviews all indicated that the campaign has achieved its initial objective: to increase awareness of anti-drug messages among youth and adults. Significant findings include the following: (1) For all four of the ads targeting youth that were included in the survey instrument, there were significant increases in recall in the target sites between baseline and follow-up; (2) The percentage of youth responding that they learn that drugs are bad largely from TV commercials increased from 44 to 48 percent in target sites between baseline and follow- up; (3) Focus groups indicated that teens have inconsistent views about marijuana that affect their perceptions of anti-marijuana ads, suggesting that future ads should focus on the transition from occasional to chronic marijuana use; and (4) Parents and other adults are the key information sources for children on the dangers of drug use and want ads that provide information on how and what to say in talking with their children. Figures, tables