Stalgaitis Carolyn A, Jordan Jeffrey W, Tate Brandon, Cruse Brian, Bellon Michelle, Oruga Rangell, Hurley Brian
Rescue Agency, 2437 Morena Blvd, San Diego, CA 92110, USA.
Substance Abuse Prevention and Control Division, Los Angeles County Department of Public Health, 1000 S Fremont Ave, Bldg A-9 East, 3 Floor, Alhambra, CA 91803, USA.
Prev Med Rep. 2023 Nov 20;36:102518. doi: 10.1016/j.pmedr.2023.102518. eCollection 2023 Dec.
In the context of increasing rates of methamphetamine (meth) overdose in Los Angeles County, California, USA, in 2021 the Los Angeles County Department of Public Health relaunched , a methamphetamine public education campaign built on Rescue Agency's Strategic Framework.
To assess campaign reach and reception, we examined media data and an online cross-sectional post-campaign survey in 2021 with a convenience sample of 750 county residents ages 18-54 who had used meth, were at-risk, or had personal relationships with people at-risk. We assessed campaign awareness, receptivity, and perceived effectiveness. Participants also reported concern about meth use in their community, recall of 10 facts from campaign content, and if they had taken promoted actions such as seeking help. We compared proportions between campaign-aware and unaware participants and explored if recall predicted these measures.
Most participants recalled the campaign (84.1%), felt it offered a new way of looking at meth (73.8%), and reported it made them feel that help is available (84.0%) or that it could help reduce their own use (82.4%). Video advertisements received high perceived effectiveness scores. Greater campaign recall was associated with significantly increased odds of being concerned about meth use in the community, recalling facts, and taking promoted actions.
In 2021, reached its high-risk audiences. Unlike fear-based campaigns its message resonated with high-risk individuals, providing an example of how public education campaigns on meth and similar illicit substances can connect with their audiences.
在美国加利福尼亚州洛杉矶县甲基苯丙胺（冰毒）过量使用率不断上升的背景下，2021年洛杉矶县公共卫生部重新发起了一项基于救援机构战略框架的冰毒公共教育活动。
为了评估该活动的覆盖范围和接受程度，我们在2021年检查了媒体数据，并开展了一项在线横断面活动后调查，样本为750名年龄在18至54岁之间、使用过冰毒、处于危险状态或与处于危险状态的人有私人关系的洛杉矶县居民。我们评估了活动的知晓度、接受度和感知效果。参与者还报告了他们对所在社区冰毒使用情况的担忧、对活动内容中10个事实的记忆，以及他们是否采取了如寻求帮助等所倡导的行动。我们比较了知晓活动和不知晓活动的参与者之间的比例，并探讨了记忆情况是否能预测这些指标。
大多数参与者回忆起了该活动（84.1%），认为它提供了看待冰毒的新方式（73.8%），并表示活动让他们觉得可以获得帮助（84.0%）或有助于减少他们自己的使用量（82.4%）。视频广告的感知效果得分很高。对活动的更高记忆度与对社区冰毒使用情况的担忧程度显著增加、记忆事实以及采取所倡导行动的几率显著增加相关。
2021年，该活动覆盖了高危人群。与基于恐惧的活动不同，其信息在高危个体中引起了共鸣，为关于冰毒及类似非法物质的公共教育活动如何与受众建立联系提供了一个范例。
