Pubdate: Thu, 16 May 2002
Source: Tampa Tribune (FL)
Section: Nation/World
Page: 6
Copyright: 2002, The Tribune Co.
Contact:  http://www.tampatrib.com/
Details: http://www.mapinc.org/media/446
Author:  Christopher Newton of the AP
Bookmark: http://www.mapinc.org/campaign.htm (ONDCP Media Campaign)
Bookmark: http://www.mapinc.org/walters.htm (Walters, John)

ANTIDRUG ADS LOST ON TEENS

Survey: Federal Spots Haven't Deterred Use

WASHINGTON -- President Bush's top drug policy adviser says the 
government's antidrug ads are largely being ignored by teens, and a survey 
finds no evidence the multimillion-dollar campaign is discouraging drug use.

The survey, conducted by the private research firm Westat and the 
University of Pennsylvania, charted an increase in drug use among some 
teenagers who saw the television ads. But it said further analysis was 
necessary before the ads could be directly tied to the increase.

The White House drug policy office, headed by John Walters, said the ad 
campaign must be refocused.

Walters said the ads and their impact will be reviewed every six months. 
"If we can't make them work, we're going to end the program and put the 
money where the other needs in this area are," he said Wednesday on ABC's 
"Good Morning America."

The evaluation is based on a survey of youths ages 12 to 18 between 
September 1999 and December.

Parents also were surveyed about ads persuading them to be more involved in 
their children's lives.

Those interviewed were shown the commercials on a laptop computer. The 
teenagers then answered questions about their intentions to use drugs in 
the next 12 months.

The survey revealed no decline in the rate of drug use among those 
surveyed. But 80 percent of the parents who viewed the ads aimed at them 
were positively influenced to ask their children questions about their 
social lives and become more involved.
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MAP posted-by: Jackl