Office of National Drug Control Policy: Early Intervention Youth campaign
Ed DingerOVERVIEW
In late 1998 advertising agency Ogilvy & Mather was put in charge of the "National Youth Anti-Drug Media" campaign, charged with curbing drug use in teenagers. The original emphasis was on prevention, aimed at 12 and 13 year olds, but some research indicated that the advertising was counterproductive, kindling a curiosity about drugs in young people and actually leading to increased usage. The campaign raised the target age to 14 to 16 year olds, and a new effort was developed, the "Early Intervention Youth" campaign, which sought...