National Youth Anti-Drug Media Campaign
Encyclopedia
The National Youth Anti-Drug Media Campaign is a current domestic government propaganda
campaign in the United States
conducted by the Office of National Drug Control Policy
(ONDCP) within the Executive Office of the President of the United States
with the goal to "influence the attitudes of the public and the news media with respect to drug abuse" and of "reducing and preventing drug abuse among young people in the United States".
The Media Campaign cooperates with the Partnership for a Drug-Free America
and other government and non-government organizations.
(ONDCP) was originally established by the National Narcotics Leadership Act of 1988, which mandated a national anti-drug propaganda campaign for youth. These activities subsequently funded by the Treasury and General Government Appropriations Act of 1998, formally creating the National Youth Anti-Drug Media Campaign. The Drug-Free Media Campaign Act of 1998 codified the propaganda campaign at .
In 2002, according to a multiyear study by the research firm hired by the office, teenagers exposed to federal anti-drug ads were no less likely to use drugs for having viewed them, and some young girls said they were even more likely to give drugs a try. Walters blamed poor ads that weren't resonating with teenagers. Walters promised in Senate testimony in 2002 that he would show results within a year or admit failure, and Congress agreed to extend the campaign through 2003 while cutting funding for the ads from $170 million in 2002 to $150 million in 2003. An entirely new advertising campaign was created.
In February 2005, a research company hired by the office and the National Institute on Drug Abuse
reported that the government's ad campaign aimed at dissuading teens from using marijuana, a campaign that cost $1.4 billion between 1998 and 2006, did not work: "greater exposure to the campaign was associated with weaker anti-drug norms and increases in the perceptions that others use marijuana." The research company was paid $42.7 million for the five-year study. After the February 2005 report was received, the office continued the ad campaign, spending $220 million on the anti-marijuana ads in fiscal years 2005 and 2006.
President Bush's goal in this campaign was to reduce youth drug use by 10% over two years, and 25% over 5 years.
The National Survey of Parent and Youth (NSPY) was instituted and funded by congress to monitor and assess the NYADMC's effects on youth.
Even though the advertisements themselves were only as specific as to address use of marijuana, the NSPY measurements reported alcohol consumption, binge drinking, cigarette use, and use of marijuana/hashish.
The assessment consisted of multiple rounds of strategic questioning between years 2000 and 2004 to determine youths exposure to the advertisements, and behavioral patterns in relation to marijuana use.
94% of youth (ages 12.5-18) reported exposure to at least 1 anti-drug message per month. Those sampled didn't change marijuana usage over the time period measured. Youths claiming to have used marijuana within the past year in 2000 accounted for 17.1% in 2000, and dropped as low as a .4% decrease with 16.7% in 2004. However, there was a .4% increase in those claiming to have used marijuana within the past 30 days, rising from 7.8% to 8.2% between 2000 to 2004. There are also evidence of pro-marijuana lagged association effects.
the rate of acceleration in use was quicker at among 14-18 year olds than at earlier stages of teenage years.
Not only do data indicate the ineffectiveness of much anti-drug advertising, results also point to a behavior in the opposite direction, or a boomerang effect, where greater exposure to the campaign, resulted to increased use in marijuana. Of those unexposed to ads on a given month, 81% did not intend to use marijuana, That percentage decreased for youth exposed to 1-3 ads per month, to 79% and dropped to 78% among those exposed to more than 4 advertisements per month. Also attitudes measured, were 'anti-marijuana attitudes/beliefs' and 'anti-marijuana social norms'. Both of these index's portray a declining percentage with increased exposure to ads. Anti-marijuana publicity, may have stimulated the notion that “‘everyone’s doing it.’”, therefore heightenening the appeal of using marijuana, as a popular practice.
The ads had an unintended positive impact on perceptions towards marijuana use. Or at least, they portrayed benefits within the context of using marijuana. This association was strengthened with repeat exposure. Images that lead to such impressions included focusing on the "good-times" people were having, while on drugs.
Propaganda
Propaganda is a form of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself or one's group....
campaign in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
conducted by the Office of National Drug Control Policy
Office of National Drug Control Policy
The White House Office of National Drug Control Policy , a former cabinet level component of the Executive Office of the President of the United States, was established in 1989 by the Anti-Drug Abuse Act of 1988...
(ONDCP) within the Executive Office of the President of the United States
Executive Office of the President of the United States
The Executive Office of the President consists of the immediate staff of the President of the United States, as well as multiple levels of support staff reporting to the President. The EOP is headed by the White House Chief of Staff, currently William M. Daley...
with the goal to "influence the attitudes of the public and the news media with respect to drug abuse" and of "reducing and preventing drug abuse among young people in the United States".
The Media Campaign cooperates with the Partnership for a Drug-Free America
Partnership for a Drug-Free America
The Partnership for a Drug-Free America is a non-profit organization that helps parents prevent, intervene in and find treatment for drug and alcohol use by their children...
and other government and non-government organizations.
History
The Office of National Drug Control PolicyOffice of National Drug Control Policy
The White House Office of National Drug Control Policy , a former cabinet level component of the Executive Office of the President of the United States, was established in 1989 by the Anti-Drug Abuse Act of 1988...
(ONDCP) was originally established by the National Narcotics Leadership Act of 1988, which mandated a national anti-drug propaganda campaign for youth. These activities subsequently funded by the Treasury and General Government Appropriations Act of 1998, formally creating the National Youth Anti-Drug Media Campaign. The Drug-Free Media Campaign Act of 1998 codified the propaganda campaign at .
Anti-marijuana advertising
In August 2001, the office told a Congressional committee that its National Youth Anti-Drug Media Campaign "has been the most visible symbol of the federal government's commitment to drug prevention," and that the office was "investing $7 million a year in performance measurement to determine the effectiveness" of the campaign. The statement said "We believe there is a strong body of evidence that indicates the campaign is working, as planned, to change drug attitudes, intentions and use."In 2002, according to a multiyear study by the research firm hired by the office, teenagers exposed to federal anti-drug ads were no less likely to use drugs for having viewed them, and some young girls said they were even more likely to give drugs a try. Walters blamed poor ads that weren't resonating with teenagers. Walters promised in Senate testimony in 2002 that he would show results within a year or admit failure, and Congress agreed to extend the campaign through 2003 while cutting funding for the ads from $170 million in 2002 to $150 million in 2003. An entirely new advertising campaign was created.
In February 2005, a research company hired by the office and the National Institute on Drug Abuse
National Institute on Drug Abuse
The National Institute on Drug Abuse is a United States federal-government research institute whose mission is to "lead the Nation in bringing the power of science to bear on drug abuse and addiction."-History:...
reported that the government's ad campaign aimed at dissuading teens from using marijuana, a campaign that cost $1.4 billion between 1998 and 2006, did not work: "greater exposure to the campaign was associated with weaker anti-drug norms and increases in the perceptions that others use marijuana." The research company was paid $42.7 million for the five-year study. After the February 2005 report was received, the office continued the ad campaign, spending $220 million on the anti-marijuana ads in fiscal years 2005 and 2006.
Effects
Reports measuring the outcomes of the campaign indicate a lack of effectivity. Though the messages succeeded in reaching many youth, findings do not point to the achievement of the desired results.President Bush's goal in this campaign was to reduce youth drug use by 10% over two years, and 25% over 5 years.
The National Survey of Parent and Youth (NSPY) was instituted and funded by congress to monitor and assess the NYADMC's effects on youth.
Even though the advertisements themselves were only as specific as to address use of marijuana, the NSPY measurements reported alcohol consumption, binge drinking, cigarette use, and use of marijuana/hashish.
The assessment consisted of multiple rounds of strategic questioning between years 2000 and 2004 to determine youths exposure to the advertisements, and behavioral patterns in relation to marijuana use.
94% of youth (ages 12.5-18) reported exposure to at least 1 anti-drug message per month. Those sampled didn't change marijuana usage over the time period measured. Youths claiming to have used marijuana within the past year in 2000 accounted for 17.1% in 2000, and dropped as low as a .4% decrease with 16.7% in 2004. However, there was a .4% increase in those claiming to have used marijuana within the past 30 days, rising from 7.8% to 8.2% between 2000 to 2004. There are also evidence of pro-marijuana lagged association effects.
the rate of acceleration in use was quicker at among 14-18 year olds than at earlier stages of teenage years.
Not only do data indicate the ineffectiveness of much anti-drug advertising, results also point to a behavior in the opposite direction, or a boomerang effect, where greater exposure to the campaign, resulted to increased use in marijuana. Of those unexposed to ads on a given month, 81% did not intend to use marijuana, That percentage decreased for youth exposed to 1-3 ads per month, to 79% and dropped to 78% among those exposed to more than 4 advertisements per month. Also attitudes measured, were 'anti-marijuana attitudes/beliefs' and 'anti-marijuana social norms'. Both of these index's portray a declining percentage with increased exposure to ads. Anti-marijuana publicity, may have stimulated the notion that “‘everyone’s doing it.’”, therefore heightenening the appeal of using marijuana, as a popular practice.
The ads had an unintended positive impact on perceptions towards marijuana use. Or at least, they portrayed benefits within the context of using marijuana. This association was strengthened with repeat exposure. Images that lead to such impressions included focusing on the "good-times" people were having, while on drugs.
See also
- Government propaganda in the United StatesGovernment propaganda in the United StatesGovernment propaganda in the United States is propaganda spread by government entities within the United States. Propaganda is information, ideas, or rumors deliberately spread widely to influence opinions...
- National Institute on Drug AbuseNational Institute on Drug AbuseThe National Institute on Drug Abuse is a United States federal-government research institute whose mission is to "lead the Nation in bringing the power of science to bear on drug abuse and addiction."-History:...
- Partnership for a Drug Free America
- Sundt Memorial FoundationSundt Memorial FoundationThe Sundt Memorial Foundation is a United States 501 non-profit organization that is committed to developing and distributing a positive drug prevention message to youth nationwide....
External links
- Official wesbite
- Above the Influence, youth oriented website
- The Anti-Drug, parent oriented website
- La Antidroga, Spanish-language parent oriented website
- DrugAnswer.Com, Chinese, Korean, Vietnamese and Filipino language oriented website
- The Anti-Meth Campaign, methamphetamineMethamphetamineMethamphetamine is a psychostimulant of the phenethylamine and amphetamine class of psychoactive drugs...
oriented website