National Youth Anti-Drug Media Campaign

Paper Summary:

This paper analyzes the National Youth Anti-Drug Media Campaign put out by the Office of National Drug Control Policy. It describes the goal and basis of the campaign, as well as its target audiences. The paper looks at the strategic resources of the campaign and its theoretical basis. The paper then discusses the campaign from a technical point of view and discusses its results.

From the Paper:

"While the message was conveyed under the form of news in the papers, it sometimes took the form of an advertorial in magazines. In this way, the target was reached from multiple directions and with an increased frequency. Since framing directs the creation of meaning, the use of various framing techniques underlines the complexity of the campaign.
"Understanding the target audiences influenced the conception of the campaign's content. The texts (the signs) that were written and then transmitted through various media were adapted in their form (use of images, metaphors, tone of voice, etc.) so that they had the capacity to draw the attention of the audience."

Sample of Sources Used:

• Coffman, J., 2002, Public communication campaign evaluation: An environmental scan of challenges, criticisms, practice and opportunities. Cambridge, MA: Harvard Family Research Project
• Media campaigns, Retrieved December 7, 2007 from web site: http://www.mediacampaign.org/publications/integr_plan/intro-1.html
• Webster, P., 2006, Remarks by Barry R. McCaffrey, director, Office of National Drug Control Policy to the United Nations General Assembly special session on drugs, Retrieved December 7, 2007 from Web site : http://mail.psychedelic-library.org/pipermail/theharderstuff/20060719/000053.html

More papers on National Youth Anti-Drug Media Campaign:

• Essay # 45560 : "National Youth Media Campaign Commercials"
• Dissertation or Thesis # 108501 : "The Anti-Drug Abuse Act of 1986"

APA Citation:

MLA Citation: