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This chapter takes on two closely related tasks. First, it describes the large National Youth Anti-Drug Media Campaign (NYADMC) and the efforts to evaluate this program. Then, it focuses on theoretical issues associated with the selection of messages for antidrug campaigns.
In 1997, the Office of National Drug Control Policy (ONDCP) received initial 5-year funding from the U.S. Congress to create ‘a large-scale paid media campaign [Page 215]to educate and enable America's youth to reject illegal drugs’ (NYADMC, 1998, p. 3)—the National Youth Anti-Drug Media Campaign.
AUTHORS' NOTE: This ...