3.1.2 Intermediate Findings for Youth

The following sections report the intermediate site visit findings from focus groups with elementary, middle, and high school students in each of the 12 target sites. Youth were asked to describe how and when they were exposed to anti-drug messages in the media, including television, radio, printed material, and the Internet. They also were asked about their levels of awareness of anti-drug messages, what impacts these messages had, how effective and culturally relevant these ads were perceived to be, and how ads might be improved. Although youth in comparison sites also were asked to comment on anti-drug ads they had seen in their communities (e.g., PSAs or ads run through local campaigns), this discussion focuses on the reactions of youth in the 12 ONDCP Media Campaign target sites.