Background and principles of an African American targeted national anti-drug campaign

Abstract

This article provides a review of key African American community values drawn from the literature. Central to this article is how these values can be incorporated into anti-drug messages and materials targeted to African Americans as part of a national five-year campaign being implemented by the White House Office of National Drug Control Policy and the Partnership for a Drug-Free America. The campaign is the first national campaign to base messages on behavioral science research and theories and subsequently uses research about targeted audiences to design prevention messages that are culturally relevant. Specific implications for the format and content of messages directed to African Americans are discussed.