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040 a| EREc| EREd| EREd| UtOrBLW;

049 a| EREE;

090 a| HV4999.Y68;

100 1 a| Moore, Leslie.=| ^A1091458;

245 10 a| After six years :b| an examination of the effectiveness of the Abovetheinfluence campaign on its initial target audience /c| by Leslie Moore.;

260 a| [Greenville, N.C.] :b| East Carolina University,c| 2011.;

300 a| 88 pages :b| illustrations, digital, PDF file;

336 a| text2| rdacontent;

337 a| computer2| rdamedia;

338 a| online resource2| rdacarrier;

538 a| System requirements: Adobe Reader.;

538 a| Mode of access: World Wide Web.;

502 b| M.A.c| East Carolina Universityd| 2011.;

500 a| Presented to the faculty of the School of Communication.;

500 a| Advisor: Sachiyo Shearman.;

500 a| Title from PDF t.p. (viewed Feb. 27, 2012).;

520 3 a| In November 2005, the Office of National Drug Control Policy (ONDCP) implemented a new form of the National Youth Anti-Drug Media Campaign (NYAMC). The AboveTheInfluence campaign targets 12-17 year olds, with a specific focus on ages 14-16, with messages of living above the influence of drugs and alcohol. In this study, college students (aged between 18 to 23 years) were surveyed to examine their attitudes and use of drugs and alcohol after their exposure to the AboveTheInfluence campaign. This specific age range was chosen because the subjects were part of the campaign's original target audience during its introduction in 2005. Existing literature on campaign effectiveness, drug and alcohol use, and youth attitudes was reviewed. Theoretical frameworks of reactance theory, wearout effects, and the role peer perceptions have on substance use were applied and examined with a survey questionnaire. The current study found that exposure to and recall of the AboveTheInfluence campaign had no significant association with participants' drug and alcohol use behaviors, and attitudes towards alcohol. Furthermore, participants were found to have a drastically overinflated perception of peer drug and alcohol use. Based on the applied theories of reactance and wearout, participants' reactions were found to show no major signs of either. However, initial signs of both reactance and wearout were apparent in participants' general lack of interest in the AboveTheInfluence campaign and its messages. Limitations and implications were discussed.;

504 a| Includes bibliographical references.;

650 0 a| Youthx| Drug usez| United States.=| ^A262985;

650 0 a| Youthx| Alcohol usez| United States.=| ^A145417;

650 0 a| College studentsx| Attitudes.=| ^A57327;

650 0 a| Drug abusez| United Statesx| Prevention.=| ^A6459;

610 20 a| National Youth Anti-Drug Media Campaign (U.S.)x| Evaluation.=| ^A562191;

653 a| Communication;

700 1 a| Shearman, Sachiyo M.?| UNAUTHORIZED;

710 2 a| East Carolina University.b| School of Communication.=| ^A765934;

856 40 z| Access via ScholarShipu| http://hdl.handle.net/10342/3749;

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After six years : an examination of the effectiveness of the Abovetheinfluence campaign on its initial target audience / by Leslie Moore.

Author/creator	Moore, Leslie
Other author	Shearman, Sachiyo M.
Other author	East Carolina University. School of Communication.
Format	Theses and dissertations
Publication Info	[Greenville, N.C.] : East Carolina University, 2011.
Description	88 pages : illustrations, digital, PDF file
Supplemental Content	Access via ScholarShip
Subjects	National Youth Anti-Drug Media Campaign (U.S.)--Evaluation. Youth--Substance abuse. --United States. --Prevention. Youth--Drug use. --United States. Youth--Alcohol use. --United States. College students--Attitudes. Drug abuse--United States. --Prevention.

Summary	In November 2005, the Office of National Drug Control Policy (ONDCP) implemented a new form of the National Youth Anti-Drug Media Campaign (NYAMC). The AboveTheInfluence campaign targets 12-17 year olds, with a specific focus on ages 14-16, with messages of living above the influence of drugs and alcohol. In this study, college students (aged between 18 to 23 years) were surveyed to examine their attitudes and use of drugs and alcohol after their exposure to the AboveTheInfluence campaign. This specific age range was chosen because the subjects were part of the campaign's original target audience during its introduction in 2005. Existing literature on campaign effectiveness, drug and alcohol use, and youth attitudes was reviewed. Theoretical frameworks of reactance theory, wearout effects, and the role peer perceptions have on substance use were applied and examined with a survey questionnaire. The current study found that exposure to and recall of the AboveTheInfluence campaign had no significant association with participants' drug and alcohol use behaviors, and attitudes towards alcohol. Furthermore, participants were found to have a drastically overinflated perception of peer drug and alcohol use. Based on the applied theories of reactance and wearout, participants' reactions were found to show no major signs of either. However, initial signs of both reactance and wearout were apparent in participants' general lack of interest in the AboveTheInfluence campaign and its messages. Limitations and implications were discussed.
General note	Presented to the faculty of the School of Communication.
General note	Advisor: Sachiyo Shearman.
General note	Title from PDF t.p. (viewed Feb. 27, 2012).
Dissertation note	M.A. East Carolina University 2011.
Bibliography note	Includes bibliographical references.
Technical details	System requirements: Adobe Reader.
Technical details	Mode of access: World Wide Web.

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After six years : an examination of the effectiveness of the Abovetheinfluence campaign on its initial target audience / by Leslie Moore.

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