The National Youth Anti-Drug Media Strategic Communication Campaign
While trying to find a campaign that has had a long history of social influence, I decided few disclosed campaigns have been as large and controversial as the campaign against drugs in America. Daily kids and adults are bombarded with billboards, posters, TV commercials, radio commercials, newspaper/magazine ads, and the resulting casual conversations which remind them “drugs are bad.” Because it has been repeated so many times, I remember an element of weak dissonance toward the message when I was a kid. This has seemed to grow over the years due to the commercials being unbelievably irritating. Only in the last year have the commercials become more subtle and relatively believable.
When it comes to defining a strategic communication campaign, the National Youth Anti-Drug Media Campaign is next to the dictionary definition. First, it is a coordinated campaign by a group of individuals. Second, they use media to promote a specific message. Their message is that Americans should not use drugs like marijuana or abuse prescription pills and it is often dramatically shown as a public service announcement (news). This news is meant to sway public opinion, but also to reach specific, fragmented groups of young adults and parents.
This campaign continually targets groups such as those who want to be able to grow medicinal marijuana along with being highly critical of anyone who uses drugs perhaps inappropriately. The fact that only government officials have voted on the laws regarding drugs, shows the campaign also has not allowed any open, democratic compromises. Fortunately for this campaign they often have the media outlets on their side. Public service announcements are relatively cheap and sometimes even sponsored by the news outlet.
Depending on how you view the issue, you may feel the campaign has been ultimately successful, or like me, you may feel that it’s a waste of taxpayer dollars and other public resources. Either way, by analyzing the campaign and understanding its goals we get a fair taste of what strategic communication campaigns are all about. Like many of these campaigns it is all or nothing; there is no search for the truth, nor is there dissemination of research studies backing up the facts. In many ways, this campaign is only a struggle for political power and a way to control the masses. Although it hardly creates a conflict in society and may deter some kids, for a long time this campaign has produced a very negative image of those who do not conform to this groups standards. In our highly mediated society, where few teenagers and parents are left to discern these issues for themselves, I find it imperative that we fully understand and realize the effects strategic communication campaigns have on our everyday lives.
Information gathered from:
http://www.mediacampaign.org/newsletter/fall98/update14.html