3
NASTY SURPRISES a analysis Thanks to Dr Christopher Wibberley of Manchester Metropolitan University for his comments. Boomerang ads Not ads for boomerangs, but which risk a boomerang effect specifically, the ads in the US governments biggest ever attempt to use the media to turn US youth away from drugs. Could they actually have done the reverse? IN 1998, WITH BIPARTISAN SUPPORT, Congress created the National Youth Anti-Drug Media Campaign with the goal of preventing and reducing youth drug use. Unprec- edented in size and scope, the Campaign is the most visible symbol of the federal governments commitment to youth drug prevention 1 how the US Office of Na- tional Drug Control Policy introduces its flagship multi- media campaign. Visible it was and is, symbol certainly, but prevention? Not according to the US governments own appointed evaluators. The campaigns big idea was to get broadcasters to donate as much air time again as the government bought for its anti-drug ads. Soon it became mired in accusations of illegal use of federal funds, interference with state-level lawmaking, exploitation of a dubious link with terrorism, covert propaganda, misleading ads, and profiteering, 2 3 4 but for the US citizen in the street, all might have been forgiven had the campaign, in its own terms, saved at least a few youngsters from drugs. If it has, they eluded the researchers. Zero impact seems a fair assessment, with hints that some children actually became more inclined to drug use as a result of the ads. How could over a billion dollars and so much expo- sure time 2 (by its latest phase, 9 in 10 teenagers were reached at least four times every week) have been ex- pended to such little effect, possibly even promoting the attitudes it sought to counter? EVALUATORS REPORT ZERO OR NEGATIVE IMPACTS The bad news started in earnest in 2002 when the evalua- tors appointed by the US National Institute on Drug Abuse reported on their national surveys of young people and parents. In May 5 and again in November, 6 parents may (it was not conclusive) have responded as in- tended to the campaign, talking more to their chil- dren about drugs and monitoring them more closely. However, if they did, their children were unmoved. There were no statistically significant declines in canna- bis use and none of the desired changes in beliefs and atti- tudes about the drug.. Most tellingly, there was also no tendency for children who recalled seeing more of the ads to hold more desirable, anti-cannabis beliefs. There was worse. A year to 18 months later, children who had recalled seeing more of the ads consistently recorded attitudes and beliefs associated with in- creased cannabis use. Though other influences could not altogether be eliminated, this de- layed effect analysis was the one which got closest to establishing a causal link between the campaign and how children thought and behaved. It was limited to children who at the first survey had not yet used canna- bis, so reflected the potential for the campaign to prevent use. It also sorted out the time sequence, so that the cause (campaign exposure) preceded its supposed effects (drug-related attitudes and behaviours). Finally, it tied these effects to the degree to which children had actually been exposed to the campaign. What it found was that the more a child recalled being exposed, the less likely they later were to absolutely rule out using the drug or to be confident they would resist if it were offered to them. Also, the more they had been exposed to anti-drug ads in general (including those from the campaign), the less favourable were their normative assumptions about how many of their friends and age- mates used cannabis and the degree of social disapproval they expected to face if they did the same. The saving grace was that there were no signs that the campaign had actually increased cannabis use or not detectably so and not yet; the researchers cautioned that these attitudes and beliefs were potent harbingers of increased use. The normative measures offered a clue to how all this could have happened. Such beliefs about extent of use among ones peers and anticipated disapproval have emerged as an important focus for prevention. 7 But not only were they associated in the wrong direction with prior campaign exposure, they had also moved in the wrong direction across the years of the campaign some of the strongest results found by the researchers. Is it possible, they asked, that the Campaign, while its explicit message is anti-drug, provides a second im- plicit message that drugs are a big problem and their use is widespread ... and that resistance [to using them] may be difficult? Why else, the youngsters might sublimi- nally have reasoned, would the government be so keen to warn us of the consequences of their use and to think we need help to resist them? Beyond this was the possibility that while most young people were unaffected by the ads, some resented being told what to do and reacted by moving in the opposite direction. NEW FOCUS ON CANNABIS HARMS Partly in response to these findings, in 2002 the youth component of the cam- paign shifted to what was called the Mari- juana Initiative. The focus sharpened to the negative consequences of cannabis use and the primary targets moved up the age range from 1114-year-olds to 1416-year-olds. DRUG AND ALCOHOL ISSUE 14 2005 22

Anti-Drug Boomerang Ads - USA

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Review of the failure of offensive, non evidence based 'anti-drugs' propaganda proffered as 'education' or as a 'health initiative'. What went so wrong with this nonsense, given all advice to governments was "don't go there...... Please, do not do this"?Evaluation Research:http://findings.org.uk/count/downloads/download.php?file=Hornik_R_5.txtAbstract:http://ajph.aphapublications.org/cgi/content/abstract/98/12/2229Paxil, Alcohol, Ritalin, Prozac, Zoloft, Caffeine... indeed most ingested compounds or behaviour such as *exercise* [which releases endogenous opioids into the brain] is more "addictive" than cannabis. http://everything2.com/title/Relative+addictiveness+of+commonly+used+drugs+and+substancesThe "pot addict" line is a criminal defence angle - nothing more nor less. Period.In recent years the trendy use of "cannabis addict" has given B-grade Soprano TV wanna-be tough guys something to think about as they stare down themselves in the mirror. Cannabis is not addictive, but it does have *dependency* potential. Prozac is more addictive. Caffeine is more addictive. But, they 'aint Illicit Drugs and/or standards of crappy TV Cop show scripts. Pot smokers claiming to be addicts are like school children on detention claiming to be "torture survivors" in the league of Water Boarding. Yet, as these pretend gangsters boost their tough guy ego, in the real world they do not exist. The damage they cause, and the lies ruined by making a mountain out of a canyon is reprehensible.

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Page 1: Anti-Drug Boomerang Ads - USA

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