Anti-Drug Campaign for Teens
The Campaign
At present, marijuana is the most used drug and most frequently available in United States of America. The American youth takes serious dosages of marijuana. At least 60% of the adult population in United States of America was prone to marijuana in 2002. The statistics were prepared in the supervision of The White House Office of National Drug Control Policy. The website address is www.whitehousedrugpolicy.gov .
Social marketing campaigns as well as social awareness programs are imperative to raise and propagate awareness pertaining to excessive drug abuse in United States of America. But in this case, the social campaigners as well as social marketers are armed with effective programs and messages, but remain hesitant to reach the teen audience. It's a tad bit complicated. Wordsen and Slater (2004) concluded that creating targeted ads regarding marijuana and its abuse through PSA's tended to be less than successful or even noticeable. The social scientists have portrayed varied messages on televisions but they bit dust in the end. They pointed out that messages which forcefully combined the advertising research and social science research were more prone to attaining success. Moreover, they pointed out that there should be a fine line between threat communication and fear appeals for devising the most seasoned anti-marijuana PSA's. In relation with the youth, there is a definitive link between ideas and campaigns which are targeted towards high octane addicts.
The war on drugs in spearheaded by the National Youth Anti-Drug Media Campaign which operates from the 1% budget designated from the Federal Drug Control Budget. This for Americans is the only serious effort on war against marijuana. The design of the campaign is simple yet worthwhile. The strategy of the campaign is to show repeatedly the anti-marijuana ads. The younger generation is exposed to these anti-marijuana...
Also,
parents, teachers, guardians mentors are folded in the
scenario along the way. The campaign seem to be pulling in good numbers and results as indicated by a Congressional testimony which clearly states that TV ads, internet content, and print media reach 90% of the teens all across the American landscape four days in a week. The taxpayers are liable to pay $8 each year (Eddy, 2003).
Identification of the rhetorical settings: the communicator, the audience, the message and purpose
The initial phase of the campaign commenced in January-July 1998 and it comprised of 12 city pilot test of ads targeted at a variety of ethnic and multilingual audiences. Along the way,
focus groups were setup audience awareness surveys were commenced. The second phase of the campaign in August 1998 to July 1999 set the campaign in motion with national television,
radio, print media and outdoor media attention. Websites for parents, guardians, mentors and community members were launched. Corporation alliances were initiated, community anti-drug alliances were formed. The research work continued as per routine in the
local government and state jurisdictions (Eddy, 2003).
In the year 1999, the third phase of campaign was commenced by the ONDCP. This was done after taking in consideration a series of panels featuring health expert, youth behavior change, advertising and social marketing individuals. The
target was the younger audience aged between 9 to 18 this time. The special emphasis was of course on teens aged between 11 and 13. These are kids of 7th and 8th grades. The surveys conducted clearly showed that marijuana abuse began at the tender age of 11-13. It was still lukewarm in origins. The primary idea was to stop younger generation from being exposed to ill effects of marijuana. The national anthem was "stopping drug use before it starts" spearheaded by Barry McCaffrey. The third phase began in August 1999 with full force with all plans in
place which included alliances with…
