Practice Goals/Target Population
Mass media campaigns have become a common way of delivering preventive health messages to the general population. The goal of these campaigns is to reach a large number of people, including those who may be difficult to access through traditional approaches, to change health-related behaviors and attitudes. Although antidrug mass media campaigns can be seen by almost anyone in the general population who is exposed to the message, the campaigns usually concentrate on preventing, reducing, or stopping the illicit drug use of young people (which generally includes individuals 26 and younger), because initiation of substance use typically begins during adolescence or young adulthood (Ferri et al. 2013).
Media campaigns targeting illicit drug use focus on the abuse of drugs such as methamphetamine, heroin, cocaine, and marijuana. Other types of media campaigns may concentrate on preventing misuse of licit drugs, such as alcohol or tobacco, but studies of those types of campaigns were not included in this review.
Practice Components
Mass media campaigns can be implemented and disseminated using several different forms of media, including television commercials, radio broadcasts, newspaper or magazine advertisements, billboard posters, brochures or posters on buses and subways, as well as Internet-based campaigns. Exposure to a campaign is generally passive, meaning people happen to see the message during routine viewing of media, such as television or magazines. Media campaigns may be part of a larger information or social marketing program, or they may be standalone interventions. The duration of campaigns can vary. They may be of short duration or extend over long periods (Wakefield, Loken, and Hornik 2010).
Ferri and colleagues (2013) categorized media campaigns into two types: information campaigns and social marketing campaigns. Information campaigns focus on providing information about the dangers and risks of illicit substances, or about treatment and counseling services that may be available for drug users. The main objectives in information campaigns are warning, empowerment, and support. Social marketing campaigns attempt to clarify misconceptions young people may have about the extent and acceptance of drug use among their peers. The main objectives of social marketing campaigns are to correct erroneous normative beliefs, to set or clarify social and legal norms, and to establish positive role models.
Practice Theory
Media campaigns that concentrate on preventing youths’ illicit drug use are based on many theoretical models, such as the health belief model, the theory of reasoned action/theory of planned behavior, the social norms theory, the super-peer theory, and the social leaning theory.
- The health belief model is based on the idea that a lack of knowledge about the harms to an individual’s health may lead to drug use (Glanz, Rimer, and Lewis 2002). Thus, providing factual information about the dangers of drugs should prevent or reduce abuse by creating negative attitudes toward drug use.
- The theory of reasoned action/theory of planned behavior argues that drug use is a rational decision based on an individual’s attitude toward drugs, the social norms perceived by the individual, and the perceived control over that individual’s behavior (Ajzen 1991). Media campaigns set about to clarify social norms about drug use.
- Social norms theory argues that behavior is affected by an incorrect perception about how other people think and act about drug use (Perkins and Berkowitz 1986). Media campaigns based on this theoretical model attempt to dispel the misconception that many young people use drugs. Similar to the social norms theory, the super-peer theory argues that media portrayal of drug use, sex, or violence influences vulnerable teens (Strasburger, Wilson, and Jordan 2008). Media campaigns based on this theory would also attempt to correct misconceptions and erroneous information.
- Social learning theory argues that an individual’s personality is a product of the interaction between the environment, behaviors, and the psychological processes of the individual (Bandura 1977). Media interventions based on this theory would promote positive role models or prosocial behaviors.
