War on Drugs: The National Youth Anti-Drug Media Campaign Page: 3 of 6
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In 2002, the Office of Management and Budget (OMB) conducted a systematic review
of more than 200 Federal programs to assess their performance in a number of areas.
The National Youth Anti-Drug Media Campaign has not demonstrated the results
sought and does not yet have adequate performance measures and related goals. The
OMB recommended actions include (1) continued emphasis on developing acceptable
performance measures and goals; (2) allowing sufficient time for the effects of recent
ONDCP actions to be realized before pursuing changes to the program; (3) seeking
no funding increases for the program; and (4) making FY2005 funding contingent
upon improved results.
Congressional skepticism about the program persists, as evidenced by declining levels of
funding for the campaign.
Table 1. Media Campaign Appropriations, by Fiscal Year
(dollars in millions)
Fiscal Authorized Administration House Senate Final
Year Request Passed Passed Appropriation
1998 $195.0 $175.0 $195.0 $110.0 $195.0
1999 195.0 195.0 185.0 110.0 185.0
2000 195.0 185.0 195.0 96.5 185.0
2001 195.0 185.0 185.0 98.7 185.0
2002 195.0 185.0 180.0 185.0 180.0
2003 - 180.0 170.0 100.0 150.0
2004 - 170.0 150.0 100.0 145.0
2005 - 145.0 120.0 100.0 120.0
2006 - 120.0 120.0 95.0 100.0
2007 - 120.0 100.0 TBD TBD
Source: Table prepared by Congressional Research Service (CRS) from Administration budget requests and from
appropriation bills. (Amounts shown are pre-rescission; rescissions were 0.38% in FY2000, 0.22% in FY2001,
0.65% in FY2003, and 0.59% in FY2004.)
Early Implementation of the Campaign
Phase I of the campaign, January-July 1998, consisted of a 12-city test pilot of ads
addressed to various ethnic and geographic audiences. Audience awareness surveys and
focus groups were conducted. Phase II, August 1998-July 1999, moved the campaign's
testing and evaluation to the national stage with antidrug ads on television, radio, print,
and outdoor media. Internet sites for youth, parents, and community partners were
launched. Partnerships were begun with corporations, community antidrug coalitions, and
state and local governments. Research efforts continued.
In 1999, after conducting a series of panels composed of national experts in public
health, social marketing, advertising, and youth behavior change, ONDCP organized
Phase III of the campaign. The decision was made to target the campaign's prevention
efforts toward youths aged 9 to 18 but with an emphasis on so-called "tweens," those aged
11 to 13 (7th and 8th graders). National surveys showed that drug use first began at the
ages of 11 to 13, but was not yet widespread. It was believed that focusing on these
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War on Drugs: The National Youth Anti-Drug Media Campaign, report, July 3, 2006; Washington D.C.. (digital.library.unt.edu/ark:/67531/metadc807473/m1/3/: accessed July 18, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT Libraries Government Documents Department.