The Impact of a Localized Antidrug Media Campaign on Targeted Variables Associated with Adolescent Drug Use
The authors report a study designed to determine whether antidrug campaigns that have been localized can affect variables associated with adolescent drug use. An experiment was conducted with sets of matched communities with populations between 5000 and 30,000 distributed throughout the United States. Seventh- through twelfth-grade students in experimental communities were exposed to a year-long media campaign followed by a survey. The targeted variables were perceived influence of media messages on “favorability” toward substance use and drug-related intentions, perceived harm of substance use, parental sanctions against substance use, parent-child communication about substance use, peer encouragement to use substances, and peer sanctions against substance use. Recall of the media campaign was low. However, adolescents with low and moderate levels of drug use who recalled individual campaign flights showed beneficial effects on targeted variables in comparison with students who did not recall the campaigns and control students who were not exposed to the campaigns. The implications of the findings for further research and public policy are discussed.