Executive Summary

This report documents the short-term results reported 3 months after implementation of Phase I of the National Youth Anti-Drug Media Campaign (the Media Campaign) sponsored by the Office of National Drug Control Policy (ONDCP). These preliminary findings are based on qualitative data collection and media monitoring conducted from baseline (December 1997) through the first 12weeks of the Media Campaign (March 1998).

A final evaluation report of Phase I of the Media Campaign will be available following analysis of data obtained from baseline (December 1997) through the conclusion of the first phase of the Media Campaign (June 1998). In addition to the findings from the analysis of qualitative data and the results of media monitoring, the final Phase I report will provide results from quantitative analysis of pre- and post-Media Campaign youth and parent surveys. The final Phase I evaluation report will be available in the Fall of 1998. The Phase I Media Campaign evaluation is the first step in an ongoing evaluation research effort that will be conducted during all three planned phases of the Media Campaign.