AFTER SIX YEARS... : AN EXAMINATION OF THE EFFECTIVENESS OF THE ABOVETHEINFLUENCE CAMPAIGN ON ITS INITIAL TARGET AUDIENCE

Abstract

In November 2005, the Office of National Drug Control Policy (ONDCP) implemented a new form of the National Youth Anti-Drug Media Campaign (NYAMC). The AboveTheInfluence campaign targets 12-17 year olds, with a specific focus on ages 14-16, with messages of living above the influence of drugs and alcohol. In this study, college students (aged between 18 to 23 years) were surveyed to examine their attitudes and use of drugs and alcohol after their exposure to the AboveTheInfluence campaign. This specific age range was chosen because the subjects were part of the campaign's original target audience during its introduction in 2005. Existing literature on campaign effectiveness, drug and alcohol use, and youth attitudes was reviewed. Theoretical frameworks of reactance theory, wearout effects, and the role peer perceptions have on substance use were applied and examined with a survey questionnaire. The current study found that exposure to and recall of the AboveTheInfluence campaign had no significant association with participants' drug and alcohol use behaviors, and attitudes towards alcohol. Furthermore, participants were found to have a drastically overinflated perception of peer drug and alcohol use. Based on the applied theories of reactance and wearout, participants' reactions were found to show no major signs of either. However, initial signs of both reactance and wearout were apparent in participants' general lack of interest in the AboveTheInfluence campaign and its messages. Limitations and implications were discussed.