|Title||Effects of the National Youth Anti-Drug Media Campaign on youths.|
|Publication Type||Journal Article|
|Year of Publication||2008|
|Authors||Hornik R, Jacobsohn L, Orwin R, Piesse A, Kalton G|
|Journal||Am J Public Health|
|Date Published||2008 Dec|
|Keywords||Adolescent, Adolescent Behavior, Adolescent Psychology, Advertising as Topic, Attitude to Health, Child, Cross-Sectional Studies, Health Behavior, Health Education, Health Knowledge, Attitudes, Practice, Health Promotion, Humans, Intention, Longitudinal Studies, Marijuana Smoking, Mass Media, Peer Group, Program Evaluation, Questionnaires, Self Efficacy, United States|
OBJECTIVES: We examined the cognitive and behavioral effects of the National Youth Anti-Drug Media Campaign on youths aged 12.5 to 18 years and report core evaluation results.
METHODS: From September 1999 to June 2004, 3 nationally representative cohorts of US youths aged 9 to 18 years were surveyed at home 4 times. Sample size ranged from 8117 in the first to 5126 in the fourth round (65% first-round response rate, with 86%-93% of still eligible youths interviewed subsequently). Main outcomes were self-reported lifetime, past-year, and past-30-day marijuana use and related cognitions.
RESULTS: Most analyses showed no effects from the campaign. At one round, however, more ad exposure predicted less intention to avoid marijuana use (gamma = -0.07; 95% confidence interval [CI] = -0.13, -0.01) and weaker antidrug social norms (gamma = -0.05; 95% CI = -0.08, -0.02) at the subsequent round. Exposure at round 3 predicted marijuana initiation at round 4 (gamma = 0.11; 95% CI = 0.00, 0.22).
CONCLUSIONS: Through June 2004, the campaign is unlikely to have had favorable effects on youths and may have had delayed unfavorable effects. The evaluation challenges the usefulness of the campaign.
|Alternate Journal||Am J Public Health|