Attacking the Drug Norm: Effects of the 1976–77 Florida Drug Abuse TV Campaign

Abstract

This report summarizes an evaluation on the impact of the 1976–77 Florida Drug Abuse television campaign. The campaign was targeted at middle and upper class individuals. The evaluation included telephone interviews with 960 male and female heads-of-household in the Tallahassee area. The article reports audience viewing frequency of the TV campaign announcements, demographic and attitudinal differences between viewers and non-viewers, plus viewing and reation differences between target and non-target audience members. Conclusions and recommendations for future campaigns are suggested.