The survey found that the most effective PSAs were those that targeted methamphetamine or heroin, illustrated negative consequences of drug use, and used dramatic representation to convey the message.

The least effective ads were those that targeted marijuana or drugs in general and focused on avoidance behaviors or a "just-say-no" approach.

The purpose of the study was to evaluate the effectiveness of 30 potential public-service announcements (PSAs) produced by the Partnership for a Drug-Free America.

"These findings should make it clear that one cannot simply assume that an anti-drug PSA will be effective," the researchers wrote. "Only those PSAs that can be empirically shown to be significantly more effective than a control program should be selected for use in the government's national anti-drug campaign."

The survey involved 3,608 students at 10 high schools and middle schools in rural and urban areas of four states. It was conducted by researchers at the Annenberg Public Policy Center of the University of Pennsylvania and the University of Arizona's department of communications.

The study, entitled "Avoiding the Boomerang: Testing the Relative Effectiveness of Anti-Drug Public Service Announcements Before a National Campaign," is published in the February issue of the American Journal of Public Health.

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