title: Comparing effects of "my anti-drug" and "above the influence" on campaign evaluations and marijuana-related perceptions.
abstract: Two national campaigns--My Anti-Drug and Above the Influence--have been implemented to prevent youth substance use. Although Above the Influence was conceptualized as a major shift in messaging from My Anti-Drug, no studies have reported head-to-head tests of message effects on behavior-relevant outcomes. An experiment was conducted in which participants viewed ads from one of the campaigns and answered questions about ad appeal and emotional tone; campaign appeal; and marijuana-related beliefs. Compared to My Anti-Drug ads, Above the Influence ads were associated with more positive emotional tone and with lower perceptions of marijuana risk. Implications for message design and evaluation are discussed.
authors: School of Journalism and Mass Communication, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA. comello@email.unc.edu
authors: Maria Leonora G
authors: ML
authors: Comello
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000329:Advertising / Q000379:methods / Q000592:standards; D005260:Female; D006801:Humans; D008297:Male; D002189:Marijuana Abuse / Q000150:complications / Q000517:prevention & control* / Q000523:psychology; D008389:Marketing of Health Services / Q000379:methods* / Q000592:standards; D008402:Mass Media / Q000592:standards; D013690:Television; D014481:United States; D055815:Young Adult