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Nelia C. Nadal, MPH, CHES, 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, 301/443-7410, nnadal@samhsa.gov and Vinitha K. Meyyur, PhD, Evaluation Department, SAMHSA'sNational Clearinghouse for Alcohol and Drug Information, 11420 Rockville Pike, Rockville, MD 20852.
ONDCP’s Youth Anti-Drug Media campaign took a new approach to reducing teen substance abuse by creating media messages involving parents and peers through the "Early Intervention" initiative. This initiative targeting teens was launched early this year and the message is focused on promoting parental awareness and peer support. The early intervention initiative is an integrated approach involving television, radio, and print ads; online resources, toll free customer service, and other resources (brochures, posters, and postcards) for parents and teens.
Monitoring the impact of the initiative began day one after the launch and is on-going. Various channels were used in monitoring the progress of the initiative on a daily basis: 1) calls to the clearinghouse 2) order fulfillment 3) comments and 4) web statistics. Since the launch of the initiative through mid April, NCADI has received 19,398 calls and requests for 264,219 Early Intervention Initiative campaign publications. NCADI also received 118 comments to date. This represents a 28 percent increase in call volume from the week before the launch of the initiative. Most comments were complimentary while others were geared towards disapproval and suggestions. The campaign’s impact was also tracked by conducting a consumer poll. ‘USA Today’ tracked the ads impact in March 2004. Results indicated that the ads were most popular with both young adults ages 18 to 24 and the 40-to-49 year olds. Thirty-nine percent of each group liked the ads ''a lot.'' The Early Intervention ads significantly ranked higher than the average Ad Track rating of 21%.
Learning Objectives:
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.