Television campaigns and adolescent marijuana use: tests of sensation seeking targeting.
OBJECTIVE
This study evaluated the effectiveness of targeted televised public service announcement campaigns in reducing marijuana use among high-sensation-seeking adolescents.


METHODS
The study used a controlled interrupted time-series design in 2 matched communities. Two televised antimarijuana campaigns were conducted in 1 county and 1 campaign in the comparison community. Personal interviews were conducted with 100 randomly selected teenagers monthly in each county for 32 months.


RESULTS
All 3 campaigns reversed upward developmental trends in 30-day marijuana use among high-sensation seekers (P < .002). As expected, low-sensation seekers had low use levels, and no campaign effects were evident.


CONCLUSIONS
Televised campaigns with high reach and frequency that use public service announcements designed for and targeted at high-sensation-seeking adolescents can significantly reduce substance use in this high-risk population.
Palmgreen
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P
Department of Communication, University of Kentucky, Lexington, 40506-0042, USA. pcpalm1@pop.uky.edu
Donohew
L
L
Lorch
E P
EP
Hoyle
R H
RH
Stephenson
M T
MT
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D001294:Attitude to Health; D005106:Exploratory Behavior; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007629:Kentucky / Q000453:epidemiology; D008137:Longitudinal Studies; D008385:Marijuana Smoking / Q000453:epidemiology / Q000517:prevention & control* / Q000523:psychology*; D008402:Mass Media; D020380:Needs Assessment; D015397:Program Evaluation; D000297:Psychology, Adolescent / Q000706:statistics & numerical data*; D012044:Regression Analysis; D011795:Surveys and Questionnaires; D013690:Television