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National Youth Anti-Drug Media Campaign
Phase 1 (Report No. 1)
5.8 Conclusion
In summary, in the first 3 months of its implementation, the Media Campaign has made its presence known. Youth, parents, and community representatives across the 12 target sites are very aware of the new television ads being aired, the frequency with which they are shown, and the new time slots in which they are seen. Older youth report some awareness of radio ads and billboard ads that are part of the Phase I Media Campaign. Parents and older youth remember the messages delivered by the Campaign ads and understand their warnings. Community representatives were supportive of the Media Campaign effort and described activities in their own communities to build on the momentum of the Media Campaign. Parents ask that future ads continue to provide them with information that will help them to guide their children away from the dangers associated with drug use. It is too soon to assess the Media Campaign's impact on changing attitudes and behavior. However, in the first 12 weeks after its implementation, the Phase I Campaign, launched in 12 target sites, has heightened youth and parent awareness of anti-drug messages.
