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Robert W. Denniston, MA1, Nelia C. Nadal, MPH, CHES2, Gem Benoza1, Sara Kayson1, and John A. Noble, MPH3. (1) National Youth Anti-Drug Media Campaign, Office of National Drug Control Policy, Office of Demand Reduction, Executive Office of the President, Washington, DC 20503, 202 395-4653, Robert_W_Denniston@ondcp.eop.gov, (2) Division of Prevention Application and Education, Center for Substance Abuse Prevention, Substance Abuse and Mental Health Services Administration, 5600 Fishers Lane, Rockwall 2, Ste. 800, Rockville, MD 20857, (3) SAMHSA's National Clearinghouse for Alcohol and Drug Information, 11420 Rockville Pike, Rockville, MD 20852
This session reports on the development, implementation and evaluation results of the new Office of National Drug Control Policy, Youth Anti-Drug Media Campaign’s early intervention initiative. The multimedia campaign utilizes television, print and online content and began on February 14, 2004, with an ad during the Super bowl. The new campaign is designed to harness the power of peers and parents to stop youth drug use. The initiative focuses on those closest to youth drug users. More than 100,000 young people enter drug treatment programs each year for dependence on marijuana and other illicit drugs. The 2002 National Survey on Drug Use and Health estimates that more than two million youth have a diagnosable dependence on illegal drugs or alcohol. Bob Denniston, Director of the Office of National Drug Control Policy’s (ONDCP) Youth Anti-Drug Media Campaign will describe the policy considerations behind this new campaign and relevant data from national surveys. Gem Benoza and Sara Kayson, Senior ONDCP staff, will discuss the advertisements, their development, and qualitative testing. Nel Nadal, federal project director for SAMHSA’s National Clearinghouse for Alcohol and Drug Information (NCADI), will describe ad impact. For example, ONDCP 800 number phone calls to the Clearinghouse doubled and 50,000 campaign publications were ordered in the first two weeks of the new campaign. Recorded customer comments about the campaign ranged from enthusiastic support by parents to disapproval by advocates for legalization of marijuana. John Noble, Project Director of NCADI, will moderate the session.
Learning Objectives: At the conclusion of the session, the participant in this session will be able to
Keywords: Intervention,
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.