INCREASING THE EFFECTIVENESS OF TELEVISED ANTI-DRUG PSAS

本建议书是一个项目的竞争性延续， 一个有限但至关重要的目标-如何通过电视宣传 禁毒公益告示，特别为高危人士提供 鼓励听众参与药物滥用的其他阶段 预防方案。 这项拟议中的研究将研究扩展到更多领域， 有效的公益广告设计和目标定位，以达到高感觉寻求 青少年和年轻人提供预防信息。 寻求刺激，a 以寻求新奇和/或冒险为特征的特质， 与药物使用有关，并与注意新颖和唤起 (high感觉价值）消息，并参与各种 刺激的活动。 我们之前的实验室研究已经证明 电视禁毒公益广告的有效性， 研究吸引高感觉寻求者（HSS）。 的主要目标 拟议的研究是现场测试这种高度有效性 在为期6个月的电视禁毒公益广告中， 在一个中等规模的市场（列克星敦，肯塔基州）的运动。 研究的具体目标包括：1）检验 实验室开发和/或测试的高敏感值电视公益广告， 鼓励HSS年长的青少年和年轻人拨打电话热线 提供关于吸毒替代办法的信息，特别是 满足感觉需要的活动; 2）评估 热线小册子，鼓励来电者参与各种 在运动覆盖的社区开展活动; 3）审查 参与这些活动之间的短期和长期关系 活动，感觉寻求和药物使用; 4）检查关系 感觉寻求和药物使用与PSA暴露和回忆，药物 态度和信念，以及PSA有效性的其他措施。 的 活动将采用专业制作的公益广告， 捐赠时间以确保高饱和度。 对运动的评价将 通过以下方式完成：1）竞选活动前后的小组调查， 使用各种PSA有效性措施的目标受众; 2） 在运动期间，每月通过电话采访较小的样本， 评估每个个体PSA的有效性; 3）四波，两波- 电话热线服务成效调查 激励来电者参与替代活动，以及 这种参与毒品使用。

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.