** Now available for FREE download from www.drugandalcoholfindings.org.uk **
In issue 14 (Winter 2005) of the internationally respected magazine DRUG AND ALCOHOL
FINDINGS, an analysis of the US government's biggest ever attempt to use the media to turn
US youth away from drugs suggests that it could actually have done the reverse. At best it
was a disappointment, at worst, a nasty surprise on a grand scale.
The campaign's big idea was to get broadcasters to donate as much air time again as the
government bought for its anti-drug ads. Soon it became mired in accusations of illegal
use of federal funds, interference with state-level lawmaking, exploitation of a dubious
link with terrorism, covert propaganda, misleading ads, and profiteering, but for the US
citizen in the street, all might have been forgiven had the campaign saved at least a few
youngsters from drugs. If it has, they eluded the researchers. Zero impact seems a fair
assessment, with hints that some children actually became more inclined to drug use as a
result of the ads.
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The findings are reported in DRUG AND ALCOHOL FINDINGS magazine issue 14 (Winter 2005)
shortly available from the National Addiction Centre, phone +44(0)207 848 0437 or e-mail
[log in to unmask] BOOMERANG ADS is also available for free
download from www.drugandalcoholfindings.org.uk.
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