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National Youth Anti-Drug Media Campaign
Phase 1 (Report No. 1)
1.2.1 Phase I Evaluation
Twenty-four metropolitan areas throughout the United States participated in the Phase I evaluation of the Media Campaign. Twelve target sites that received paid ads were matched to 12 "comparison" sites that did not receive paid aids.
Three kinds of data were collected in Phase I: (1) qualitative information from youth, parents, key community informants, and influential adults that was derived from focus groups and personal interviews, (2)quantitative information from youth derived through school-based surveys and from parents through telephone interviews, and (3) media monitoring data that tracked the level of anti-drug advertising in target and comparison sites. Qualitative data for the Phase I evaluation were collected from all 24 metropolitan areas at three points in time: baseline data (November 1997 --
January 1998); intermediate data (approximately 12 weeks following the start of Phase I); and followup data (May and June 1998). Quantitative data were collected only at baseline (prior to the implementation of the Media Campaign) and at followup (near the end of Phase I in May and June l998). Respondents were asked about their awareness of anti-drug ads in the media and about their perceptions, attitudes, and behaviors with regard to drug use. Exhibit 1-1 provides an overview of the timing of data collection for the Phase I evaluation. Because the quantitative data (i.e., data from in-school surveys and from parent interviews) are collected only at baseline and at followup (after completion of the Phase I Media Campaign), the emphasis in this intermediate report will be on presenting the analysis of the qualitative data. The findings from the analysis of quantitative data will be presented in the final Phase I evaluation report available in the Fall of 1998.
The qualitative data reported in this intermediate report were collected at baseline and 3 months after the Media Campaign was launched. These data provide an opportunity to measure any short-term, intermediate results that may have occurred in the first 3 months after the Media Campaign was launched. Only a brief overview of the quantitative data collected at baseline will be presented in this intermediate report. The purpose of this overview is to assess the extent to which the entire group of target sites is similar to the entire group of comparison sites.
