Evaluation of the National Youth Anti-Drug Media Campaign: Historical Trends inDrug Use and Design of the Phase III Evaluation

摘要

The number one goal of the report is to 'Educate and enable America's youth toreject illegal drugs as well as alcohol and tobacco.' Objectives in support of that goal include 'Pursue a vigorous advertising and public communications program dealing with the dangers of drug, alcohol, and tobacco use by youth.' Planning for the Media Campaign began in early 1997. The Office of National Drug Control Policy (ONDCP) initiated a collaboration with the Partnership for a Drug-Free America (PDFA), which provided the creative advertising for the Media Campaign through their existing pro bono relationship with leading American advertising companies. The Media Campaign has three goals: Educate and enable America's youth to reject illegal drugs; Prevent youth from initiating use of drugs, especially marijuana and inhalants; and Convince occasional users of these and other drugs to stop using drugs. ONDCP initiated the Media Campaign in three phases with an evaluation component for each phase.