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Pub. Type Report
Title Evaluation of the National Youth Anti-Drug Campaign: Fourth Semi-Annual Report of Findings
Author(s) Hornik, Robert
Maklan, David
Cadell, Diane
Prado, Amalia
Barmada, Carlin
Jacobsohn, Lela
Orwin, Robert
Sridharan, Sanjeev
Zador, Paul
Southwell, Brian
Zanutto, Elaine
Baskin, Robert
Chu, Adam
Morin, Carol
Taylor, Kristie
Steele, Diane
Subtitle/Series Name Executive Summary
Pub. Date May 2002
Abstract The National Youth Anti-Drug Media Campaign was intended to reduce and prevent drug use among youth by addressing them directly, as well as indirectly by encouraging parents and other adults to take actions known to affect youth drug use. Intervention components included television, radio, other advertising, and public relations efforts (such as community outreach and institutional partnerships). This report includes data from the National Survey of Parents and Youth, which represents U.S. youth, living at home, and their parents. Youth and parent questionnaires measured exposure to messages of the Media Campaign and other anti-drug messages. The youth survey examined beliefs, attitudes, intentions, and behaviors regarding drugs and other factors known to relate to drug use or likely to make youth more or less susceptible to Media Campaign messages. The parent questionnaire measured beliefs, attitudes, intentions, and behaviors regarding interactions with their children. Overall, most parents and youth recalled Campaign anti-drug messages. The Campaign resulted in favorable changes in four out of five parent belief and behavior outcome measures, including talking about drugs with, and monitoring of, children. There was no evidence of indirect effects on youth behavior as a result of parent Campaign exposure. There was little evidence of direct favorable Campaign effects on youth. (Contains 11 figures.) (SM)
Producer Westat, Inc.
Place of Production Rockville, MD

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