INCREASING THE EFFECTIVENESS OF TELEVISED ANTI-DRUG PSAS

这项提案是对一个项目的竞争性延续，该项目旨在 一个有限但极其重要的目标--如何通过电视转播 针对特定高危人群的禁毒公共服务公告(PSA) 鼓励观众参与药物滥用的其他阶段 预防计划。这项拟议的研究扩展了致力于更多 有效设计和定位PSA以达到高感觉寻求 向青少年和青壮年提供预防信息。寻求感觉，一种 以追求新奇和/或冒险为特征的特质 与吸毒有关，与对新奇事物的关注和唤起有关 (高感官价值)消息，并参与各种 刺激性的活动。我们之前的实验室研究已经证明 通过形成性设计电视禁毒公益广告的效果 吸引高感觉寻求者(HSS)的研究。的主要目标是 拟议的研究是为了现场测试这一高度有效的 在为期6个月的电视禁毒PSA中有希望的信息定向策略 在中型市场(肯塔基州列克星敦)开展活动。 这项研究的具体目标包括：1)测试 实验室开发和/或测试了高感官价值的电视PSA 鼓励HSS较年长的青少年和年轻人拨打电话热线 提供关于毒品使用替代品的信息，特别是 满足感觉需求的活动；2)评估 一份热线小册子，鼓励来电者参与各种这类活动 活动所及社区可开展的活动；3)检查 参与此类活动的短期和长期关系 活动、感觉寻求和吸毒；4)考察它们之间的关系 感觉寻求和药物使用与PSA暴露和召回、药物 态度和信念，以及其他衡量PSA有效性的指标。这个 活动将使用专业生产的PSA，并同时购买和 捐赠时间以确保高饱和度。对这场运动的评估将 通过以下方式完成：1)在竞选活动结束前对以下样本进行小组调查 使用各种测量PSA有效性的目标受众；2) 在竞选活动期间每月通过电话采访较小的样本 评估每个单独PSA的有效性；3)四波、两波- 对热线来电者进行年度小组调查，以确定其在 鼓励来电者参与替代活动，以及 在吸毒问题上的这种参与。

This proposal is for a competing continuation of a project which addresses a limited but vitally important objective--how to reach out via televised anti-drug public service announcements (PSAs) to particular at-risk audiences to motivate participation in other phases of drug abuse prevention programs. The proposed study extends research devoted to more effective design and targeting of PSAs to reach high sensation seeking teens and young adults with prevention information. Sensation seeking, a trait characterized by novelty-seeking and/or risk-taking, is strongly related to drug use and is associated with attention to novel and arousing (high sensation value) messages and with participation in a variety of stimulating activities. Our prior laboratory research has demonstrated the effectiveness of televised anti-drug PSAs designed through formative research to appeal to high sensation seekers (HSS). The principal goal of the proposed study is to field test the effectiveness of this highly promising message targeting strategy in a 6-month television anti-drug PSA campaign in a medium-sized market (Lexington, KY).. The specific goals of the study include: 1) to test the effectiveness of laboratory developed and/or tested high sensation value televised PSAs in motivating HSS older teens and young adults to call a telephone hotline providing information about alternatives to drug use, particularly activities filling needs for sensation; 2) to assess the effectiveness of a hotline brochure in motivating callers to engage in a variety of such activities available in communities reached by the campaign; 3) examine both short- and longer-term relationships among participation in such activities, sensation seeking, and drug use; 4) examine the relationships of sensation seeking and drug use to PSA exposure and recall, drug attitudes and beliefs, and other measures of PSA effectiveness. The campaign will employ professionally produced PSAs and both purchased and donated time to ensure high saturation. Evaluation of the campaign will be accomplished via: 1) a pre-post campaign panel survey of a sample of the target audience using a variety of measures of PSA effectiveness; 2) smaller samples interviewed by telephone monthly during the campaign to evaluate the effectiveness of each individual PSA; 3) a four wave, two- year panel survey of hotline callers to determine its effectiveness in motivating callers to engage in alternative activities, and the effects of such participation on drug use.