National Youth Anti-Drug Media Campaign: Phase II (Final Report)
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Investing in Our Nation’s Youth National Youth Anti-Drug Media Campaign: Phase II (Final Report) June 1999 Barry R. McCaffrey Director Executive Office of the President Office of National Drug Control Policy MESSAGE FROM THE DIRECTOR This report, Investing in Our Nation=s Youth: National Youth Anti-Drug Media Campaign, Phase II (Final Report), presents findings regarding the effectiveness of the second phase of this historic effort. Each phase of the campaign is being evaluated to assess the success of this initiative in achieving its goals. The overarching mission is to educate and enable America=s youth to reject illegal drugs. Findings from national school-based surveys of youth in fourth through twelfth grades and a national telephone survey of parents as well as results from site visits in twelve communities across the country all indicate the campaign continues to influence our nation=s youth and families. Phase II took nationwide the intervention implemented in twelve pilot cities. The findings from Phase II are similar to those from Phase I in that the campaign continues to meet its goals of increasing awareness -- the first step in changing attitudes and ultimately, behavior. While drug usage was not an area where change was expected given the short timeframe of Phase II, the percentage of teens that reported they had tried marijuana in their lifetime decreased significantly from approximately 43 percent to approximately 38 percent. There also were some significant shifts in attitudes in the intended direction. The lessons learned via the implementation and evaluation of Phases I and II have strengthened the design of Phase III of the National Youth Anti-Drug Media Campaign in a number of ways, including: C ONDCP is increasing the supply of new anti-drug ads to reach various racial and ethnic groups and has approved the development of new ads in eleven languages other than English. C Early indications are that anti-drug public service announcements developed by various networks to meet the pro bono match requirement are consistent with our campaign strategy and are highly effective. C Target audiences have been further refined to focus more on Asensation seekers@ and middle school-aged kids most at risk. C Alliances with media companies will be developed as they have been found to be highly effective in reaching the target audiences due to the wide range of communication vehicles offered and extensive expertise. C Over time, a larger percentage of the media have agreed to comply with the one- to-one pro bono match, indicating increasing enthusiasm for this project. C Recognizing that the Internet is one of the fastest-growing mediums through which to reach our primary target group, Phase III will expand the Internet component of the campaign. C The reach and frequency of ads targeted toward adults will be augmented. C Focus group findings and feedback from communities indicate that grassroots efforts are expanding on a local basis. The lessons learned through the evaluation of Phases I and II demonstrate that the campaign is meeting its goals and community-level anti-drug efforts have been energized. ONDCP remains committed to refining the campaign to sustain long-term anti-drug attitudes and ensure that drug use among young people is reduced. Barry R. McCaffrey Director Office of National Drug Control Policy ACKNOWLEDGMENTS The Director, Office of National Drug Control Policy, acknowledges the following people who contributed substantively to this effort: JohnCarnevale, Director, Programs, Budget, Research, and Evaluation, ONDCP; Terry Zobeck, Chief of the Programs and Research Branch and ONDCP Project Officer, for his overall project direction and review; M. Fe Caces and Anne Pritchett, ONDCP Programs and Research Branch, and Daniel Rader, Deputy General Counsel, ONDCP, for their review, input, and guidance; Sherrie Aitken, President of CSR, Incorporated, James DeSantis, Project Manager, and their dedicated research staff for their data collection, analysis, and writing; CSR’s Graphics and Publications Departments for their graphic design, editing, and word processing; EdBergstein, Fred Nicholson, Alka Gupta, and the staff of Audits & Surveys Worldwide, for their collection of survey data; and Susan David, Research Coordinator, Arthur Hughes, Chief, Epidemiology Research Branch, AnnBlanken, Acting Director, and the staff of the Division of Epidemiology and Prevention Research, National Institute on Drug Abuse for their invaluable input, and DavidMcConnaughey and Zenith and Bates USA for media buy data. This report was prepared by CSR, Incorporated, under Contract No. SF8C01. Office of National Drug Control Policy iii TABLE OF CONTENTS FROM THE DIRECTOR ACKNOWLEDGMENTS .............................................................................................................iii LIST OF EXHIBITS .....................................................................................................................ix EXECUTIVE SUMMARY.......................................................................................................ES-1 1. INTRODUCTION................................................................................................................. 1-1 1.1 The Media Campaign Design ......................................................................................... 1-1 1.2 Strategy for Evaluation of the Media Campaign ............................................................. 1-3 1.3 Implementation and Evaluation of Phase II .................................................................... 1-4 1.4 Organization of the Report ............................................................................................. 1-7 2. METHODOLOGY................................................................................................................ 2-1 2.1 Survey Methodology...................................................................................................... 2-2 2.1.1 Selection of the In-School Survey Population..................................................... 2-3 2.1.2 School Response Rates ...................................................................................... 2-4 2.1.3 Procedures for Drawing the Sample ................................................................... 2-7 2.1.4 Selection of Parents for Parent Telephone Interviews......................................... 2-9 2.1.5 Parent Response Rate........................................................................................2-10 2.1.6 Survey Instruments ...........................................................................................2-11 2.1.7 Measuring Change Using Survey Data..............................................................2-12 2.1.8 Interpretation of Survey Findings......................................................................2-13 2.1.9 Presentation of Survey Findings........................................................................2-13 2.2 Selection of PhaseÊII Qualitative Study Sites .................................................................2-14 2.2.1 Conducting Focus Groups.................................................................................2-16 2.2.2 Conducting Key Informant Interviews ..............................................................2-16 2.2.3 Site Visit Protocol.............................................................................................2-16 2.3 Gross Rating Points and Other Media Buying Information ............................................2-17 2.4 Approach to Presentation of Data ..................................................................................2-18 2.5 References ....................................................................................................................2-18 3. NATIONAL SURVEY RESULTS........................................................................................ 3-1 3.1 Key Youth Findings ....................................................................................................... 3-3 3.1.1 Sample Profile: Consistency in Youth Samples Between Baseline and Followup............................................................................................................ 3-3 3.1.2 Risk Status: Drugs Youth ÒHave Heard OfÓ....................................................... 3-4 3.1.3 Risk Status: Trial Drug Use Among Youth ........................................................ 3-4 3.1.4 Youth Awareness of the Ads.............................................................................. 3-6 3.1.5 Perceived Effectiveness of the Ads Among Youth ............................................. 3-9 3.1.6 Youth Awareness of the Risks of Drugs............................................................3-10 3.1.7 Youth Attitudes Toward Drugs .........................................................................3-10 3.1.8 Youth Intentions To Use Drugs.........................................................................3-10 3.1.9 General Sources of Information on Drugs Among Youth ..................................3-11 3 . 2 K e y T e e n F i n d i n g s .......................................................................................................3-11 3.2.1 Teen Sample Profile: Comparability of the Teen Sample Between Baseline and Followup ...........................................................................................................3-12 Investing in Our Nation’s Youth (Final Report) 3.2.2 Risk Status: Baseline