Reaching at-risk populations in a mass media drug abuse prevention campaign: Sensation seeking as a targeting variable

P. Palmgreen; E. P. Lorch; L. Donohew; N. G. Harrington; M. Dsilva; D. Helm

doi:10.1300/J023v08n03_04

Reaching at-risk populations in a mass media drug abuse prevention campaign: Sensation seeking as a targeting variable

P. Palmgreen, E. P. Lorch, L. Donohew, N. G. Harrington, M. Dsilva, D. Helm

Research output: Contribution to journal › Article › peer-review

82 Scopus citations

Abstract

Sensation seeking, which research indicates is a biologically-based personality variable, is strongly related to both drug use and preferences for highly novel, arousing, and/or unconventional messages and TV programs. This connection was the basis of a targeting strategy in a five-month televised anti-drug PSA campaign in a medium-sized market aimed at high sensation seeking young adults. Data from several sources demonstrate that the campaign, involving messages designed for and placed in programming popular with high sensation seekers, was successful in reaching target audience members with prevention messages and motivating them to call a hotline featuring alternatives to drug abuse.

Original language	English
Pages (from-to)	29-45
Number of pages	17
Journal	Drugs and Society
Volume	8
Issue number	3-4
DOIs	https://doi.org/10.1300/J023v08n03_04
State	Published - 1995

Bibliographical note

Funding Information:
This research was supported by Grant #DA06892-04 from the National Institute on Drug Abuse to Lewis Donohew, Philip Palmgreen, Elizabeth P. Lorch, and the University of Kentucky. The work was carried out under the auspices of the Center for Prevention Research at the University of Kentucky.

ASJC Scopus subject areas

Medicine (miscellaneous)
Health(social science)
Public Health, Environmental and Occupational Health

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1300/J023v08n03_04

Cite this

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abstract = "Sensation seeking, which research indicates is a biologically-based personality variable, is strongly related to both drug use and preferences for highly novel, arousing, and/or unconventional messages and TV programs. This connection was the basis of a targeting strategy in a five-month televised anti-drug PSA campaign in a medium-sized market aimed at high sensation seeking young adults. Data from several sources demonstrate that the campaign, involving messages designed for and placed in programming popular with high sensation seekers, was successful in reaching target audience members with prevention messages and motivating them to call a hotline featuring alternatives to drug abuse.",

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AU - Harrington, N. G.

AU - Dsilva, M.

AU - Helm, D.

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Reaching at-risk populations in a mass media drug abuse prevention campaign: Sensation seeking as a targeting variable

Abstract

Bibliographical note

ASJC Scopus subject areas

UN SDGs

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