PATS also reported that past-year marijuana use among youth (grades 6–12) dropped a statistically significant 9 percent between 2002 and 2003. Additionally, a study released September 5th by the Substance Abuse and Mental Health Services Administration (SAMHSA) found that youth who heard or saw anti-drug messages outside of school actually used drugs less than youth who had not seen such messages.
The Partnership Attitude Tracking Study, conducted by RoperASW, concluded that a strong correlation was found between regular exposure to the ads and increased perceptions of risk associated with marijuana use that have been specifically highlighted by the marijuana aspect of the advertising campaign.
They also reported that 49 percent of youth with high exposure to the marijuana ads said the ads made them less likely to try or use drugs versus 38 percent of youth who had little or no exposure to the ads.
The National Survey on Drug Use and Health, formerly the National Household Survey on Drug Abuse, sponsored by SAMHSA, reported that in 2002 Americans aged 12 to 17 who had seen or heard drug prevention messages outside of school used drugs in the past month at a rate that was 15 percent less than youth who had not seen or heard these types of messages.
They also reported that a vast majority of youth aged 12 to 17—over 80 percent—reported to have seen or heard drug prevention messages outside of school in the past year.
John Walters, Director of National Drug Control Policy, stated, "These findings confirm that the Media Campaign is working. Youth are getting the right message that drug use is a dangerous activity with deadly consequences. Our ads are contributing to a climate of disapproval of drug use that is so imperative to reducing the human, social, and financial costs of this deadly disease."
The award-winning National Youth Anti-Drug Media Campaign is the largest integrated social marketing program ever undertaken by the federal government. Besides the television, radio, and print advertisements, the NYADMC has created websites and publications detailing information about drugs and how communities can fight back.
Over 35 million people have visited the Media Campaign Web-sites and more than four tons of material a month is shipped to parents, educators, and youth inquiring about facts regarding drugs.
