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Below is a cache of http://www.whitehousedrugpolicy.gov/publications/pdf/phaseII.pdf. It's a snapshot of the page taken as our search engine crawled the Web.
The web site itself may have changed. You can check the current page or check for previous versions at the Internet Archive. Yahoo! is not affiliated with the authors of this page or responsible for its content. Investing in Our Nations Youth Investing in Our Nations 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 Office of National Drug Control Policy iii ACKNOWLEDGMENTS The Director, Office of National Drug Control Policy, acknowledges the
following people who contributed substantively to this effort: John Carnevale,
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; CSRs Graphics and Publications
Departments for their graphic design, editing, and word processing; Ed Bergstein,
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, Ann Blanken, Acting Director,
and the staff of the Division of Epidemiology and Prevention Research, National
Institute on Drug Abuse for their invaluable input, and David McConnaughey and
Zenith and Bates USA for media buy data. This report was prepared by CSR,
Incorporated, under Contract No. SF8C01. 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 Phase
The web site itself may have changed. You can check the current page or check for previous versions at the Internet Archive. Yahoo! is not affiliated with the authors of this page or responsible for its content. Investing in Our Nations Youth Investing in Our Nations 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 Office of National Drug Control Policy iii ACKNOWLEDGMENTS The Director, Office of National Drug Control Policy, acknowledges the
following people who contributed substantively to this effort: John Carnevale,
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; CSRs Graphics and Publications
Departments for their graphic design, editing, and word processing; Ed Bergstein,
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, Ann Blanken, Acting Director,
and the staff of the Division of Epidemiology and Prevention Research, National
Institute on Drug Abuse for their invaluable input, and David McConnaughey and
Zenith and Bates USA for media buy data. This report was prepared by CSR,
Incorporated, under Contract No. SF8C01. 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 Phase
