13/02/2021
DESCRIPTION
The campaign was designed to be comprehensive social marketing effort that aimed antidrug messages at youths aged 9 to 18 years, their parents, and other influential adults. Messages were disseminated through a wide range of media channels: television (local, cable, and network), radio, Web sites, magazines, movie theaters, and several others. Additionally, the campaign established partnerships with civic, professional, and community groups and outreach programs with the media, entertainment, and sports industries. Across its multiple media outlets, the campaign reported buying advertising from September 1999 through June 2004; it was expected that, on average, a youth would see 2.5 targeted ads per week. Sixty-four percent of the gross rating points (GRPs) purchased for the ads were on television and radio. (Within the advertising industry, GRPs are the customary units for measuring exposure to ads. If 1% of the target population sees an ad 1 time, that ad earns 1 GRP).
The youth-focused ads, including ads targeted at African American youths and Hispanic youths (in Spanish), fell into 3 broad categories:
1. Resistance skills and self-efficacy, to increase youths' skill and confidence in their ability to reject drug use;
2. Normative education and positive alternatives, addressing the benefits of not using drugs; and
3. Negative consequences of drug use.
