Meth and Ecstasy Health Education Campaign

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Meth and EcstasyHealth EducationCampaign
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WE MUST

• Prevent Methamphetamine
• from becoming a mainstream drug
• among Americas youth

Partnership for a Drug-Free America
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Overall Communications Concept

• Reframe Drug AbuseProblem as a Preventable Youth
  Health Issue

Partnership for a Drug-Free America
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Campaign Partners

• American Academy of Pediatrics
• MO and AZ Chapters of AAP
• Drug Enforcement Administration(Demand Reduction
  Section)
• ACT-MO, Drug-Free Arizona
• Consumer Healthcare Products Association
• Partnership for a Drug-Free America

Partnership for a Drug-Free America
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AAP/Pediatrician Involvement

• Health message and messenger can strengthen
  perceived risk among teens
• Health message and messenger can strengthen
  direct parental involvement in educating their
  kids
• Pediatric message can help focus parental
  involvement at a younger age
• AAP/Pediatricians provide new perspective for
  media coverage of drug issue

Partnership for a Drug-Free America
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Test Market Project Objective

• Help reduce demand for methamphetamine,
  ecstasy, and other club drugs among St. Louis and
  Phoenix area youth by
• Improving youth awareness and understanding of
  negative health effects
• Increasing parents-youth dialogue about a)
  clear expectations and b) harmful health
  effects

Partnership for a Drug-Free America
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Prevention Communication Plan

• Public Service Advertising campaign by PDFA and
  AAP with focus on health concerns of youth drug
  use
• Public relations messages through local
  pediatricians participation in broadcast and
  print forums
• Research to evaluate impact on teen/parent
  anti-drug attitudes

Partnership for a Drug-Free America
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Top-line Year 1 ResultsJuly 2003 - June 2004
Partnership for a Drug-Free America
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St. Louis Media June 2003 June 2004

• PSA 2,800 TV spots run (avg 8 spots/day)
  430,000 in media support
• gt200 increase from pre-campaign levels
• PR 33 TV radio stories
• 3,094,843 Nielsen audience
• 37,576 ad equivalency
• 10 print stories
• 3,012,155 impressions
• 34,500 ad equivalency

Partnership for a Drug-Free America
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Phoenix Media June 2003 June 2004

• PSA 4,300 TV spots run (avg 12 spots/day)
  1.5 million in media support
• no significant change from pre-campaign level
• PR 90 TV radio stories
• 4,371,527 Nielsen audience
• 54,415 ad equivalency
• 20 print stories
• 5,847,645 impressions
• 106,717 ad equivalency

Partnership for a Drug-Free America
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Increased Parent Perception of Trying Meth Being
a Health Problem Having Health Risks
2003
2004
Source Partnership PX/SL Wave I Research
(Significant increase at .05 level)
Partnership for a Drug-Free America
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Media Messages Prompted Parents to Talkwith
Teens about Meth in Past Year
TV News story
Newspaper story
TV Commercial
Someone we know
School
Source Partnership PX/SL Wave I Research

Partnership for a Drug-Free America
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Strong Parental Involvement with TeensDiscussed
Meth and Ecstasy in Past Year
Meth
Ecstasy
Source Partnership PX/SL Wave I Research
Partnership for a Drug-Free America
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Significant Increase in Teens Perceived Risk in
Trying Meth
2003
2004
Source Partnership PX/SL Wave I Research
(Great/moderate risk, significant increase at
.05 level)
Partnership for a Drug-Free America
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Teens Perceive Parents as Critical Source of
Information about Drugs
Where teens would go to find out risks of drugs
Parents
Friends
Internet
School
Source Partnership PX/SL Wave I Research

Partnership for a Drug-Free America
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Research Implications

• Health message and messenger have positive impact
  on parents awareness and attitudes
• Health message and messengers gave parentsnew
  reasons to act and to educate their teens
• To teens, a health consequence is just another
  risk message
• Teens overall anti-drug attitudes did improve, as
  did the likelihood they would turn to their
  parents for information

Partnership for a Drug-Free America
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Practical Implications

• Multiple sponsor involvement by
• Pediatricians
• Drug Enforcement Administration
• Local prevention group
• National media prevention
• Produced significant media participation in
  communicating meths dangers to kids, families,
  and communities

Partnership for a Drug-Free America