Palmgreen P, Donohew L, Lorch E P, Hoyle R H, Stephenson M T
Department of Communication, University of Kentucky, Lexington, 40506-0042, USA.
Am J Public Health. 2001 Feb;91(2):292-6. doi: 10.2105/ajph.91.2.292.
This study evaluated the effectiveness of targeted televised public service announcement campaigns in reducing marijuana use among high-sensation-seeking adolescents.
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.
All 3 campaigns reversed upward developmental trends in 30-day marijuana use among high-sensation seekers (P < .002). As expected, low-sensation seekers had low use levels, and no campaign effects were evident.
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.
本研究评估了有针对性的电视公益广告活动在减少高感觉寻求型青少年大麻使用方面的效果。
该研究在两个匹配的社区采用了对照中断时间序列设计。在一个县开展了两次电视反大麻活动，在对照社区开展了一次活动。在每个县每月对100名随机挑选的青少年进行个人访谈，持续32个月。
所有这3次活动均扭转了高感觉寻求者30天内大麻使用量的上升发展趋势（P < .002）。正如预期的那样，低感觉寻求者的使用水平较低，且未发现活动有明显效果。
通过高覆盖率和高频率播放、为高感觉寻求型青少年设计并针对他们的电视公益广告活动，可显著减少这一高风险人群的药物使用。
