U.S. Anti-Drug Campaign Flops
The Office of National Drug Control Policy (ONDCP), a wing of the U.S Executive Office of the President, started a media campaign to attack drug use in September of 1999. A main component of the campaign called phase three was specifically aimed at reducing marijuana use, which started in Oct 2002 ending June 2003. The target group was youth ages twelve to eighteen. Studies have shown that the ads have had no effect on reducing marijuana use. The appointed advertising company Ogilvy & Mathers, employed many techniques in getting the ads to effect youth even creating a brand name but to no avail. It is not clear what techniques Ogilvy & Mathers used in evaluating there adds appeal to youth but in this paper I will show that they did not consider some key points.
The media campaign had three goals:
• Educate and enable America's youth to reject illegal drugs; population.
• Prevent youth from initiating use of drugs, especially marijuana and inhalants; and population.......
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Approximate Word Count: 1065
Approximate Pages: 5 (250 words per double-spaced page)
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