ABOUT THE MEDIA PARTNERSHIP
THE NEED
While drug use is down 32% nationally, and rates of use have fallen among Connecticut's
youth, they continue to use alcohol and drugs too often, too much and too early.
They use at rates higher than their peers in the rest of the country and suffer
adverse consequences including poor school performance, involvement in the juvenile
justice system, mental health problems, and even death. The media can have a
significant influence on attitudes toward drugs, attitudes that can pre-dispose
children to use--or not use--drugs. The media can influence adult and parental
attitudes and communication with children about drugs.
PARTNERS
The Governor's Prevention Partnership partners with the Partnership for a Drug-Free America to form an unprecedented alliance with the state's media, creating the Media
Partnership that now includes more than 90 media outlets, including radio, print,
television and non-traditional outlets. Since 1993 the Media Partnership members
have provided more than $12 million in placements of anti-drug messages.
In addition to distributing Partnership for a Drug-Free America messages, the
Media Partnership participates in campaigns developed to focus on Alcohol Awareness
Month and National Mentoring Month. Other campaigns have targeted specific drugs
such as Ecstasy, marijuana and inhalants.
RESULTS
A study published in the August 2002 issue of the American Journal of Public
Health found anti-drug advertising is associated with a reduced probability of
marijuana and cocaine/crack use among adolescents. Other research draws similar
conclusions. In "The Impact of Anti-Drug Advertising," researchers for the Department
of Pediatrics at the Johns Hopkins University School of Medicine found that the
majority of middle and high school students exposed to anti-drug advertising identified
a positive impact of the ads on their knowledge, beliefs and attitudes pertaining
to drug use. Further, 75% of these students perceived that the ads had a deterrent
impact on their own actual or intended drug use.
In Connecticut there is reason to believe that anti-drug messages have played
a part in reducing youth drug use. A recent Department of Mental Health and Addiction
survey shows a decrease in the use of gateway drugs among youth, especially cigarettes,
marijuana and alcohol. In 2000, 24% of 7th and 8th graders reporting drinking
behaviors, compared with 27.1% in 1997. And, 22% of 9th and 10th graders reported
using marijuana in 2000, compared with 26.9% in 1997.
For more information on becoming a media partner contact:
Mickey Mattei, 860.523.8042 x22