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. 2008 Dec;98(12):2229-36.
doi: 10.2105/AJPH.2007.125849. Epub 2008 Oct 15.

Effects of the National Youth Anti-Drug Media Campaign on youths

Robert Hornik  1 , Lela Jacobsohn, Robert Orwin, Andrea Piesse, Graham Kalton
Affiliations

Effects of the National Youth Anti-Drug Media Campaign on youths

Robert Hornik et al. Am J Public Health. 2008 Dec.

Abstract

Objectives: We examined the cognitive and behavioral effects of the National Youth Anti-Drug Media Campaign on youths aged 12.5 to 18 years and report core evaluation results.

Methods: From September 1999 to June 2004, 3 nationally representative cohorts of US youths aged 9 to 18 years were surveyed at home 4 times. Sample size ranged from 8117 in the first to 5126 in the fourth round (65% first-round response rate, with 86%-93% of still eligible youths interviewed subsequently). Main outcomes were self-reported lifetime, past-year, and past-30-day marijuana use and related cognitions.

Results: Most analyses showed no effects from the campaign. At one round, however, more ad exposure predicted less intention to avoid marijuana use (gamma = -0.07; 95% confidence interval [CI] = -0.13, -0.01) and weaker antidrug social norms (gamma = -0.05; 95% CI = -0.08, -0.02) at the subsequent round. Exposure at round 3 predicted marijuana initiation at round 4 (gamma = 0.11; 95% CI = 0.00, 0.22).

Conclusions: Through June 2004, the campaign is unlikely to have had favorable effects on youths and may have had delayed unfavorable effects. The evaluation challenges the usefulness of the campaign.

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References

    1. National Youth Anti-Drug Media Campaign communication strategy statement. Available at: http://www.mediacampaign.org. Accessed May 10, 2007
    1. The Partnership for a Drug-Free America. Available at: http://www.drugfreeamerica.org. Accessed July 21, 2006
    1. Statement of John P. Walters, director of national drug control policy, before the US House Committee on Appropriations Subcommittee on TransportationTreasury and Related Agencies: The Office of National Drug Control Policy's FY 2004 budget request for the National Youth Anti-Drug Media Campaign. Available at: http://www.whitehousedrugpolicy.gov/news/testimony03/040903/tmny4.html#m.... Accessed August 8, 2007.
    1. Orwin R, Cadell D, Chu A, et al. Evaluation of the National Youth Anti-Drug Media Campaign: 2004 Report of Findings Washington, DC: Westat; 2006
    1. Johnston LD, O'Malley PM, Bachman JG. Monitoring the Future National Survey Results on Adolescent Drug Use: Overview of Key Findings, 2001 Bethesda, MD: National Institute on Drug Abuse; 2002

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