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Do Social Context and Social Influences Play a Role in the Messages Youth Take From an Anti-drug Media Campaign?

  • Wed, Nov 29 2006
    • Robert Hornik

 Q: What were the goals of the National Youth Anti-Drug Media Campaign and what has your research shown about its general effectiveness? The Youth Anti-Drug Media Campaign had three basic goals: to educate and enable America’s youth to reject illegal drugs; to prevent youth from initiating use of drugs, especially marijuana and inhalants, and to convince occasional users of these and other drugs to stop using drugs. Our evaluation, done with my colleagues at Westat, concluded that the campaign, which cost the U.S. government more than $1 billion, appeared to produce a boomerang effect; the…

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