Theory and Practice in the National Youth Anti-Drug Media Campaign

Abstract

This article will review the role of behavioral theory in the National Youth Anti-Drug Media Campaign and then will identify lessons learned as the Campaign evolved to adjust to new insights and the realities of the mission. It should be noted that the primary dependence on national advertising, as opposed to a more integrated campaign using community-based or other media and social marketing strategies, or a more targeted, segmented campaign, was a premise of the Campaign as authorized by Congress. In other words, the role of social science was limited primarily to identifying desired attitudinal and behavioral outcomes and to helping develop message platforms and briefs that might help achieve those outcomes. Although social science input was not invited with respect to the broader strategic issues in prevention communication strategy, its application in the design and implementation of a major national media campaign has been a unique opportunity worthy of documentation and further consideration.