American Journal of Public Health, Vol 91, Issue 2 292-296, Copyright © 2001 by American Public Health Association

JOURNAL ARTICLE

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

P Palmgreen, L Donohew, EP Lorch, RH Hoyle and MT Stephenson
Department of Communication, University of Kentucky, Lexington, 40506-0042, USA. pcpalm1@pop.uky.edu

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 š .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.

This article has been cited by other articles:

				R. S. Zimmerman, P. M. Palmgreen, S. M. Noar, M. L. A. Lustria, H.-Y. Lu, and M. Lee Horosewski Effects of a Televised Two-City Safer Sex Mass Media Campaign Targeting High-Sensation-Seeking and Impulsive-Decision-Making Young Adults Health Educ Behav, October 1, 2007; 34(5): 810 - 826. [Abstract] [PDF]

				P. Palmgreen, E. P. Lorch, M. T. Stephenson, R. H. Hoyle, and L. Donohew Effects of the Office of National Drug Control Policy's Marijuana Initiative Campaign on High-Sensation-Seeking Adolescents Am J Public Health, September 1, 2007; 97(9): 1644 - 1649. [Abstract] [Full Text] [PDF]

				B. A. Morrongiello and S. Matheis Addressing the Issue of Falls off Playground Equipment: An Empirically-Based Intervention to Reduce Fall-Risk Behaviors on Playgrounds J. Pediatr. Psychol., August 1, 2007; 32(7): 819 - 830. [Abstract] [Full Text] [PDF]

				B. L. Quick and M. T. Stephenson Further Evidence That Psychological Reactance Can Be Modeled as a Combination of Anger and Negative Cognitions Communication Research, June 1, 2007; 34(3): 255 - 276. [Abstract] [PDF]

				S. L. Ames and C. McBride Translating genetics, cognitive science, and other basic science research findings into applications for prevention. Eval Health Prof, September 1, 2006; 29(3): 277 - 301. [Abstract] [PDF]

				J. F. Thrasher, J. D. Niederdeppe, C. Jackson, and M. C. Farrelly Using anti-tobacco industry messages to prevent smoking among high-risk adolescents Health Educ. Res., July 1, 2006; 21(3): 325 - 337. [Abstract] [Full Text] [PDF]

				M. A. Pentz, G. K. Jasuja, L. A. Rohrbach, S. Sussman, and M. T. Bardo Translation in tobacco and drug abuse prevention research. Eval Health Prof, June 1, 2006; 29(2): 246 - 271. [Abstract] [PDF]

				C. Pechmann and E. T. Reibling Antismoking Advertisements for Youths: An Independent Evaluation of Health, Counter-Industry, and Industry Approaches Am J Public Health, May 1, 2006; 96(5): 906 - 913. [Abstract] [Full Text] [PDF]

				J. Audrain-McGovern, D. Rodriguez, V. Patel, M. S. Faith, K. Rodgers, and J. Cuevas How Do Psychological Factors Influence Adolescent Smoking Progression? The Evidence for Indirect Effects Through Tobacco Advertising Receptivity Pediatrics, April 1, 2006; 117(4): 1216 - 1225. [Abstract] [Full Text] [PDF]

				M. D. Slater, K. J. Kelly, R. W. Edwards, P. J. Thurman, B. A. Plested, T. J. Keefe, F. R. Lawrence, and K. L. Henry Combining in-school and community-based media efforts: reducing marijuana and alcohol uptake among younger adolescents Health Educ. Res., February 1, 2006; 21(1): 157 - 167. [Abstract] [Full Text] [PDF]

				A. H. Evans, A. D. Lawrence, J. Potts, S. Appel, and A. J. Lees Factors influencing susceptibility to compulsive dopaminergic drug use in Parkinson disease Neurology, November 22, 2005; 65(10): 1570 - 1574. [Abstract] [Full Text] [PDF]

				J. Audrain-McGovern, D. Rodriguez, K. P. Tercyak, J. Cuevas, K. Rodgers, and F. Patterson Identifying and Characterizing Adolescent Smoking Trajectories Cancer Epidemiol. Biomarkers Prev., December 1, 2004; 13(12): 2023 - 2034. [Abstract] [Full Text] [PDF]

				F. A. Wagner and J. C. Anthony Into the World of Illegal Drug Use: Exposure Opportunity and Other Mechanisms Linking the Use of Alcohol, Tobacco, Marijuana, and Cocaine Am. J. Epidemiol., May 15, 2002; 155(10): 918 - 925. [Abstract] [Full Text] [PDF]