5.3   Lesson 3: Confounding Societal and Contextual Issues

Target and comparison sites alike are "open systems" subject to a complex array of pressures and influences. Therefore, it is not surprising that the intermediate findings identified a number of factors that work against the potential success of the Media Campaign. The following are examples:

• Anti-drug ads are presented back-to-back with effective advertising for beer and tobacco. There is an abundance of beer and tobacco ads that anti-drug ads must compete with in reaching the target audience.
• The Internet, television shows, and song lyrics heard on the radio frequently promote drug use. Youth are bombarded daily with these negative messages.
• Mothers and fathers frequently work long hours outside the home, leaving their children free in the afterschool hours to watch television and be exposed to pro-drug messages.
• Now more than ever before, there is a pressing need for more high-quality before- and afterschool care. Youth in general, especially older, high school-age youth, seem greatly stressed and fatigued by their busy lives and responsibilities (e.g., involving homework, athletic teams, afterschool clubs, preparing college applications, spending time with friends, and other activities).
• Children seem to be using drugs at younger and younger ages than in the past (e.g., ages 8 through 12).

Future decisions about the design and implementation of the Media Campaign must be made within the context of these issues.