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National Youth Anti-Drug Media Campaign
Phase 1 (Report No. 1)
5. LESSONS LEARNED
RW 03 This version is a complete rewrite and bears no resemblance to versions 1 and 2, which have been saved in the Old Versions subfolder. [ruth v04] format. RW 05 Keyed Sherrie's edits (very extensive) RW 06 initial edit; [JW 07 SSA changes]; RW 08 Changed heading number to reflect that this file is now Section 5; JW 09 minor edits; RW 10 performed globals and spell check --
After completing two visits to each of the 12 target and 12 comparison sites, one at baseline and one shortly after the Office of National Drug Control Policy (ONDCP) National Youth Anti-Drug Media Campaign had been initiated, certain themes and issues repeatedly emerged. Although it is too soon to assess the overall success of the Media Campaign, it seems clear that recall of the ads is very high among youth, parents, and community representatives in the 12 sites targeted by the Media Campaign. It would be premature to make recommendations regarding the implementation of the next phase of the Media Campaign; however, the intermediate findings, presented in earlier sections of this Intermediate Report, do support the formulation of some valuable lessons. We have grouped them below in the form of "lessons learned." These lessons can serve to inform subsequent activities and efforts undertaken by the Media Campaign.
