Evaluation of the Youth Anti-Drug Media Campaign
Regarding exposure to ONDCP's National Anti-Drug Media Campaign and marijuana use by 12-18 year olds, a report prepared for NIDA by Westat and the Annenberg School of Communication determined: "In sum, the data do not support claims of favorable Campaign influence on any of the four original cognitive outcomes. Moreover, the newly added variable—perceptions of other kids' use of marijuana—shows a significant unfavorable cross-sectional association with both measures of exposure for the Campaign as a whole as well as for the redirected Campaign, and the unfavorable associations extend across most major subgroups of age, sex, race/ethnicity, and risk. It appears possible that perceptions of other kids' use of marijuana may be the mediating mechanism, the 'link' as it were, between Campaign exposure and unfavorable delayed effects on marijuana social norms and initial use." (The four cognitive outcomes are: Intentions to Use Marijuana; Attitude/Belief; Social Norms; and Self-Efficacy to Refuse Marijuana.)
Hornik, R., Maklan, D., Cadell, D., Barmada, C., Jacobsohn, L., Henderson, V., Romantan, A., Niederdeppe, J., Orwin, R., Sridharan, S., Chu, A., Morin, C., Taylor. K., and Steele, D. (June 2006). Evaluation of the National Youth Anti-Drug Media Campaign: 2004 Report of Findings. Report prepared for the National Institute on Drug Abuse (Contract No. N01DA-8-5063), Washington DC: Westat, pp. 5-34-35.