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Joseph N. Cappella, Martin Fishbein, Robert Hornik, R. Kirkland Ahern & Sarah Sayeed

In: Public Communication Campaigns

Chapter 12: Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming

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Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming
Using theory to select messages in antidrug media campaigns: Reasoned action and media priming
Joseph N.Cappella, MartinFishbein, RobertHornik, R. KirklandAhern, SarahSayeed

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.

The National Youth Anti-Drug Media Campaign

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 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 ...

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