Anti-Drug Campaign for Teens Term Paper

Pages: 4 (1266 words)  ·  Bibliography Sources: ≈ 4  ·  File: .docx  ·  Level: College Junior  ·  Topic: Sports - Drugs

SAMPLE EXCERPT . . .
Scrutinizing the verbal strategies

In February of 2002, the director of ONDP Walters designed a task force to focus on the weaker links of the campaign and the causes which made it weak in outlook. The group identified some major changes in the campaign strategy. Now the target was the slightly older group of teens between age bracket of 14 to 16 who drastically went over to the dark side marijuana offered. Teens were not targeted this time. The ads were supposedly made more cut throat and competitive. Previously, not all ads were tested and proven before airing on national television. Now all these ads were to be given the green signal before airing on national television. The standards were now more cutthroat and competitive. Also, ONDP would be involved in the ad development process (Eddy, 2003).

Another sizeable change came with the Westat's evaluation in May 2002. Now it was focusing on eliminating the gate drug marijuana as it led to higher forms of drugs. In a hearing Walters said that "It is futile to make effort in reducing the drug abuse as long as the gate drug marijuana isn't stopped as it's the basic drug leading to higher forms of drugs. Marijuana was the drug of choice for youth and its widespread usage is worrisome" (U.S. Congress, 2002).Buy full Download Microsoft Word File paper
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Term Paper on Anti-Drug Campaign for Teens the Assignment

Then a series of controversial began screening at the Super Bowl of 2002 when drug users were portrayed as the supporters of terrorism. They were blamed to be providing blood money. The ads took severe national and public heat as they were cited as false and accusatory. The ads were termed as misleading and failed as an attempt to curb drug use. The critics think along the lines that drug laws instigate drug purchase and that alone can fund the acts of terrorism. The drug users are innocent on all counts. Huge illegal profits are amassed for terrorist acts. The ads were also subjected to controversy as the drug users comprised of teenage population who didn't fall under the mass drug use bracket and couldn't account for drug revenues for terrorist acts. The ONDP stopped airing these ads due to friction between PDFA and ONDP. PDFA deemed the ads as way off the mark and accusatory. The ads came to a close in May 2003 (Teinowitz, 2003).

The ONDP Chief of Staff Chris Marston revealed two more changes in March 2003 at a trail in House Committee on Government Reform. Sixty percent of the ads are targeted towards the adults who mentor children and adolescents. The remaining 40% were for the adolescents themselves. From July 2003, the ratio will be turned around. Moreover, Marston believed that next move would be to introduce treatment of drugs in the campaign advertisements. A focus will be made on early intervention. The idea here is to reach out to the youth who embarks on a permanent road to drug usage (Eddy, 2003).

Amassing together the cumulative effort according to Marston, the campaign has turned over a new leaf. It has been revitalized and redirected. In the next evaluation conducted by Westat to take place in 2003 will evaluate the changes and results achieved from 2002 alterations. PDFA will also be evaluating on a short-term basis by coming June. The miscellaneous changes will be evaluated later in time.

References

Eddy, M. (2003). War on Drugs: The National Youth Anti-Drug Media Campaign. CRS Report for Congress, Order Code RS21490

Teinowitz, I. (2003). "Drug Office to Yank Terror Ads in About-Face," Advertising Age, March 31, 2003, pp. 1, 89.

US Congress (2002). U.S. Congress, Senate Committee on Appropriations, Subcommittee on Treasury and General Government, Effectiveness of the National Youth Anti-Drug… [END OF PREVIEW] . . . READ MORE

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