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首页> 外文期刊>Journal of health communication >Influence of a nationwide social marketing campaign on adolescent drug use.
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Influence of a nationwide social marketing campaign on adolescent drug use.

机译：全国性社会营销活动对青少年吸毒的影响。

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In this study, we examined whether awareness (recall) of the National Youth Anti-Drug Media Campaign (NYADMC) benefited youth by attenuating their drug use. Data were obtained from the National Survey of Parents and Youth (NSPY), an evaluative survey tool designed to monitor campaign progress over 4 years. A growth modeling strategy was used to examine whether change in message recall or campaign brand awareness was related to declining patterns of drug use. Two distinct growth trajectories were modeled to account for growth among younger (12 to 14) versus older (15 to 18) youth. Growth trajectories indicated steady and positive increases in alcohol, cigarette, and marijuana use over time. During the early portion of adolescence, youth reported more "brand" awareness, remembered more of the video clips depicting campaign messages, recalled more media stories about youth and drugs and more antitobacco ads, and reported more radio listening and less television watching. When they were older, these same youth reported declines in these same awareness categories except for specifically recalling campaign ads and radio listening. Models positing simultaneous growth in drug use and campaign awareness indicated mixed findings for the campaign. Overall early levels of campaign awareness had a limited influence on rates of growth, and in a few cases higher levels were associated with quicker acquisition of drug use behaviors. When they were younger, these youth accelerated their drug use and reported increasing amounts of campaign awareness. When they were older, increasing awareness was associated with declines in binge drinking and cigarette smoking. No effects for marijuana were significant but trended in the direction of increased awareness associated with declining drug use. The findings are discussed in terms of how they depart from previous reports of campaign efficacy and the potential efficacy of social marketing campaigns to reach a large and impressionable youthful audience with strategically placed advertisements.
机译：在这项研究中，我们研究了对全国青年禁毒媒体运动（NYADMC）的了解（召回）是否通过减少青少年的毒品使用量而使其受益。数据来自全国父母和青年调查（NSPY），这是一种评估调查工具，旨在监测4年内的运动进展。增长模型策略用于检查信息召回或运动品牌意识的变化是否与毒品使用方式的下降有关。对两个不同的增长轨迹进行了建模，以说明年轻人（12至14岁）与年龄较大（15至18岁）青年之间的增长。增长轨迹表明，随着时间的流逝，酒精，香烟和大麻的使用量呈稳定和正增长。在青春期初期，青年报告了更多的“品牌”意识，记得更多描述竞选活动消息的视频剪辑，回顾了更多有关青年和毒品的媒体故事以及更多的反烟草广告，并报告了更多的收听广播和更少的电视观看。这些年龄较大的年轻人报告说，这些相同的意识类别下降了，只是专门召回了竞选广告和收听广播。假设吸毒和运动意识同时增长的模型表明该运动的结果好坏参半。总体上早期的运动意识水平对增长率的影响有限，在少数情况下，更高的水平与更快地掌握药物使用行为有关。在他们年轻的时候，这些年轻人加速了吸毒，并报告了越来越多的竞选意识。当他们长大时，意识增强与狂饮和吸烟减少有关。大麻没有明显的作用，但趋向于与毒品使用减少相关的意识增强。根据调查结果如何偏离先前的竞选效果报告以及社会营销活动的潜在效​​果进行讨论，以通过战略性放置广告来吸引大量印象深刻的年轻受众。

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