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Anti-Drug Ads Must Be Highly Visible to Work
November 8, 2000

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Research Summary

A University of Missouri study determined that anti-drug advertising must be high-impact in order to work on at-risk youth, Substance Abuse Funding News reported Oct. 24.

According to Michael Stephenson, professor of communications, the teens most likely to try marijuana are "high-sensation" seekers who crave stimulation and novelty. Anti-drug ads must grab their attention by relying on innovation, fast-paced content and striking visuals and sounds, he said.

The theory was tested by researchers who tracked the responses of teens who saw anti-drug ads aired on local broadcast and cable stations in Lexington, Ky., and Knoxville, Tenn.

The study will be published in the February 2001 edition of the American Journal of Public Health.

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