Mass media strategies targeting high sensation seekers: what works and why

Abstract

Objectives: To examine strategies for using the mass media effectively in drug prevention campaigns targeting high sensation seekers.

Methods: Both experimental lab and field studies were used to develop a comprehensive audience segmentation strategy targeting high sensation seekers.

Results: A 4-pronged targeting strategy employed in an antimarijuana media campaign yielded significant drops in 30-day marijuana use by adolescents. Other research demonstrates how high and low sensation seekers process antidrug ads differently.

Conclusions: Mass mediated anti-drug campaigns aimed at high sensation seekers are effective tools for drug prevention.