Television campaigns and adolescent marijuana use: Tests of sensation seeking targeting

P. Palmgreen, L. Donohew, E. P. Lorch, R. H. Hoyle, M. T. Stephenson

Research output: Contribution to journalArticlepeer-review

265 Scopus citations

Abstract

Objectives: This study evaluated the effectiveness of targeted televised public service announcement campaigns in reducing marijuana use among high-sensation-seeking adolescents. Methods: The study used a controlled interrupted time-series design in 2 matched communities. Two televised antimarijuana campaigns were conducted in 1 county and 1 campaign in the comparison community. Personal interviews were conducted with 100 randomly selected teenagers monthly in each county for 32 months. Results: All 3 campaigns reversed upward developmental trends in 30-day marijuana use among high-sensation seekers (P<.002). As expected, low-sensation seekers had low use levels, and no campaign effects were evident. Conclusions: Televised campaigns with high reach and frequency that use public service announcements designed for and targeted at high-sensation-seeking adolescents can significantly reduce substance use in this high-risk population.

Original languageEnglish
Pages (from-to)292-296
Number of pages5
JournalAmerican Journal of Public Health
Volume91
Issue number2
DOIs
StatePublished - 2001

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health

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