Gem Benoza, National Youth Anti-Drug Media Campaign, Office of National Drug Control Policy, Office of Demand Reduction, Executive Office of the President, Washington, DC 20503, 202-395-0858, Gem_Benoza@ondcp.eop.gov

The Early Intervention Initiative is an integrated campaign, including paid broadcast and print advertising and outreach to target audiences through the news media, entertainment industry, employers and corporate and non-profit partners. Information resources, both online and print, were also developed for parents and youth audiences.

The Media Campaign engaged experts in the drug treatment and early intervention fields to advise the Campaign on effective messaging, target audiences and the existing barriers to drug treatment and early intervention. Prior to the creation and production of all ads, the Media Campaign conducts research, through a series of testing protocols, in order to determine the issues and context in which drug use should be depicted, how well messages reach and resonate with target audiences, and whether ads and messages contain any unintended consequences. Exploratory testing is conducted early in the formation of an initiative to develop message platforms and creative content. Creative concepts addressing specific message platforms are tested against among small focus groups comprised of the Campaign’s target audience. Formative focus groups testing ensures that creative concepts accurately depict the anti-drug message and do not result in any unintended consequences. Once creative concepts are produced, ads are then copy tested among larger groups to ensure that the message change beliefs, attitudes, and intentions in ways that will ultimately decrease drug use. The National Institute on Drug Abuse (NIDA) also reviews and approves the science behind all Campaign ads.

Learning Objectives:

• Describe the steps involved in developing messages
• Describe why exploratory testing and focus group testing play an important role
• Describe the implementation phase of the initiative involving various communication channels

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.