ERIC Number: ED450325
Record Type: RIE
Publication Date: 1999-Jun
Investing in Our Nation's Youth. National Youth Anti-Drug Media Campaign: Phase II (Final Report).
Office of National Drug Control Policy, Washington, DC.
This publication presents the findings from an evaluation of Phase II of the National Youth Anti-Drug Media Campaign. The number one goal of the campaign was to educate youth to reject illegal drugs. This report evaluates Phase II and focuses on the effect of paid television advertising on awareness of anti-drug messages among youth, teens, and parents with school-age children. Findings from the national survey of youth and teens clearly indicate that television, and particularly anti-drug ads, are an important source of information about the risks of drugs. The quantitative and qualitative data gathered from parents demonstrate the need to increase the reach and frequency of ads targeting adults as well as to develop new creatives focusing on parent-child communication skills and the facts about the dangers of drug use. The primary means of measuring the impact of Phase II was through the school-based surveys administered to youth in grades 4 through 12, and telephone surveys of parents with children 18 years old and younger. The document provides the survey methodology, presents and discusses the national survey results, and discusses lessons learned from this campaign. (Contains 5 appendixes and 43 exhibits) (JDM)
Publication Type: Reports - Evaluative
Education Level: N/A
Authoring Institution: Office of National Drug Control Policy, Washington, DC.
Note: Barry R. McCaffrey, Director. Prepared by CSR, Inc.