The National Youth Anti-Drug Media Campaign, USA

Linked with Above the Infuelnce, USA.

The United States Congress created the National Youth Anti-Drug Media Campaign in 1998 to prevent and reduce youth drug use. The Campaign is the nation’s largest anti-drug media campaign and is generally thought to be the single largest source of drug-prevention messaging directed to teens … (about 1/2).

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Address: Drug Policy Information Clearinghouse, P.O. Box 6000, Rockville, MD 20849-6000, USA;
Contact.

About 2/2: … Under the management of the White House Office of National Drug Control Policy (ONDCP), the Media Campaign is modeled on advertising industry and market research best practices complemented by public health communications and outreach activities.  

In 2005, the Media Campaign shifted its strategy and launched the Above the Influence teen-targeted campaign. The brand and associated messaging remains one of the most widely recognized youth brands in the country and continues to move anti-drug beliefs in a favorable direction.

Results from independent research show promise in the Campaign’s ability to lower teen drug use.

Above the Influence:

  • the nation’s most visible drug prevention campaign – continues to assist in the downward trend in youth drug abuse.
  • The Media Campaign’s approach to creating and testing advertising messages and concepts is modeled on best practices in the advertising and market research industries as outlined by leading organizations such as the American Association for Public Opinion Research (AAPOR), the Advertising Research Foundation (ARF) and the Council of American Survey Research Organizations (CASRO). These practices are more rigorously applied by the Media Campaign than by most commercial advertising campaigns of similar budget and size.
  • This is especially important because teens tend to resist adult efforts to influence their behavior – particularly when it comes to an illegal activity such as drug use.  Additionally, as the teen audience is the most marketed to segment of the population, our research has shown that anti-drug advertising must be designed to influence teens in an authentic, non-authoritarian peer-to-peer voice.

Our Specific steps include: … (full long text).

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