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Avoiding the boomerang: Testing the relative effectiveness of antidrug public service announcements before a national campaign

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  • Fishbein, M.
  • Hall-Jamieson, K.
  • Zimmer, E.
  • Von Haeften, I.
  • Nabi, R.

Abstract

Objectives. This study examined the relative perceived effectiveness of 30 antidrug public service announcements (PSAs) and assessed the extent to which judgments of effectiveness are related to judgments of realism, amount learned, and positive and negative emotional responses. Methods. Data were obtained from 3608 students in grades 5 through 12 in 10 schools. The ethnically diverse sample was 50,8% male. Students in 5 experimental conditions viewed sets of 6 antidrug PSAs and filled out a brief evaluation questionnaire following each PSA. Those in the control condition viewed a non-drug-related television program. Results. The relative perceived effectiveness of the 30 PSAs varied considerably. Sixteen were rated as significantly more effective, and 6 as significantly less effective, than the control program. Relative rated effectiveness was highly related to realism (r=.87), amount learned (r=.88), negative emotion (r=.87), and positive emotion (r=-.35). Conclusions. Evaluative research is necessary to prevent broadcast of PSAs that could have a negative impact. PSAs should point out the negative consequences of drug use behavior rather than telling adolescents to "just say no.".

Suggested Citation

  • Fishbein, M. & Hall-Jamieson, K. & Zimmer, E. & Von Haeften, I. & Nabi, R., 2002. "Avoiding the boomerang: Testing the relative effectiveness of antidrug public service announcements before a national campaign," American Journal of Public Health, American Public Health Association, vol. 92(2), pages 238-245.
    • Handle: RePEc:aph:ajpbhl:2002:92:2:238-245_0
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    Cited by:

    1. Zhaohui Su & Michael Mackert & Xiaoshan Li & Jiyoon (Karen) Han & Brittani Crook & Benjamin Wyeth, 2020. "“Study Natural” without Drugs: An Exploratory Study of Theory-Guided and Tailored Health Campaign Interventions to Prevent Nonmedical Use of Prescription Stimulants in College Students," IJERPH, MDPI, vol. 17(12), pages 1-15, June.
    2. Sparvero, Emily & Chalip, Laurence, 2007. "Professional Teams as Leverageable Assets: Strategic Creation of Community Value," Sport Management Review, Elsevier, vol. 10(1), pages 1-30, May.
    3. Dooley, Jennifer Allyson & Deshpande, Sameer & Adair, Carol E., 2010. "Comparing adolescent-focused obesity prevention and reduction messages," Journal of Business Research, Elsevier, vol. 63(2), pages 154-160, February.
    4. Joseph L. Scarpaci & Benjamin K. Sovacool & Ronnie Ballantyne, 2016. "A Critical Review of the Costs of Advertising: a Transformative Consumer Research Perspective," Journal of Consumer Policy, Springer, vol. 39(2), pages 119-140, June.
    5. Yonghui Zeng & Li Han & Yu Cheng & Cindy Xinshan Jia, 2022. "How Anti-Substance Abuse Campaigns Influence Substance Abusers’ Psychological Health in Chinese Communities: The Mediating Role of Perceived Stigma," IJERPH, MDPI, vol. 19(11), pages 1-12, May.

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