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Using Promos to Fight Drugs


An anti-drug campaign branded “Be Your Own Influence” cut teenage marijuana and alcohol use rates in half in 16 small communities in the US. According to Medical News Today, “The campaign included print materials, such as a series of posters, as well as promotional items such as book covers, tray liners, T-shirts, water bottles, rulers and lanyards.”

One interesting fact was that the media and promotional campaign had a larger impact than school curriculum portion of the program. According to Michael Slater, the principal investigator of the study, “A media program has an advantage in that it can stay in the environment in an ongoing way. Students take a course, but after it is over its influence starts to fade.”


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