U. T. Anti-Drug Campaign Flops Essay

U. S. Anti-Drug Campaign Plouf

The Office of Nationwide Drug Control Policy (ONDCP), a wing of the U. S Exec Office from the President, started out a multimedia campaign to attack medication use in Sept of 1999. A main element of the marketing campaign called period three was specifically geared towards reducing weed use, which usually started in March 2002 finishing June the year 2003. The target group was youngsters ages a dozen to 20. Studies demonstrate that the advertisements have had no effect on lowering marijuana use. The appointed advertising firm Ogilvy & Mathers, applied many techniques in getting the advertisings to result youth possibly creating a brand name but to simply no avail. It is not necessarily clear what techniques Ogilvy & Mathers used in evaluating there adds appeal to youth but in this daily news I will demonstrate that they did not consider some key points.

The media campaign had three goals:

•Educate and enable America's children to decline illegal medications; population. •Prevent youth by initiating usage of drugs, especially marijuana and inhalants; and population. •Convince occasional users of these and also other drugs to avoid using drugs To accomplish these types of goals Ogilvy & Mathers, also press buyers set ads in all of the forms of print media, on public and television, movie theater and the Internet. The advertising campaign cost nearly 150 , 000, 000 dollars a year making every options likely. This period and the complete campaign resulted in the summer of 2003.

The resistant that the ad-campaign was a failing is maintained a research organization called Westat funded by National Commence of Drug Abuse (NIDA). Inside their executive overview it is stated that there is no proof to support a decrease in marijuana utilization in conjunction with the ad campaign. Parents were also a sub focus on group of the campaign to enhance drug speaks with children but it was also a failing. In the NIDA report, contact with the ads was favourable in this perception to providing the anti-marijuana message. Advertisement space was purchased so as exposure would be roughly two ads a week. This is the only...