COMMUNITY-BASED MEDIA PREVENTION CAMPAIGN

Award Information
Agency: Department of Health and Human Services
Branch: N/A
Contract: N/A
Agency Tracking Number: 14037
Amount: $479,198.00
Phase: Phase II
Program: SBIR
Awards Year: 1991
Solicitation Year: N/A
Solicitation Topic Code: N/A
Solicitation Number: N/A
Small Business Information
Rocky Mountain Behavorial
2190 W Drake Rd #144, Fort Collins, CO, 80526
DUNS: N/A
HUBZone Owned: N
Woman Owned: N
Socially and Economically Disadvantaged: N
Principal Investigator
 Kathleen J Kelly
 (303) 221-0602
Business Contact
Phone: () -
Research Institution
N/A
Abstract
THE GOAL IS TO DEVELOP AND PRODUCE A MEDIA CAMPAIGN THAT WILL HELP IN THE PREVENTION OF DRUG USE IN SMALLER COMMUNITIES WHERE LOCAL RESOURCES ARE LIMITED. A LOCAL SURVEY WILL BE GIVEN TO ASSESS ADOLESCENT DRUG USE, AND THE RESULTS WILL PROVIDE INPUT FOR COMPUTER PROGRAMS THAT PRODUCE MEDIA MATERIALS FOR A YEAR-LONG CAMPAIGN, INCLUDING NEWSPAPER ARTICLES; PAMPHLETS; VISUALS AND OUTLINES FOR PRESENTATIONS TO COMMUNITY ORGANIZATIONS, PARENT GROUPS, ANDSERVICE CLUBS; NEWSPAPER ADS; BILLBOARDS; RADIO SPOTS; POSTERS; AND A COMMUNITY PREVENTION MANUAL. ALL MEDIA MESSAGES WILL INCLUDE LOCAL DATA AND LOCAL REFERENCES. THE IMPACT WILL BE TESTED IN A TRUE EXPERIMENT WITH BLOCKING AND RANDOM ASSIGNMENT OF 20 PAIRS OF COMMUNITIES. STANDARD ADVERTISING METHODS WILL BE USED TO TEST EXPOSURE AND PERCEPTION OF MEDIA (MALL SURVEY). THE IMMEDIATE GOALS OF THE MEDIA CAMPAIGN WILL BE TO CHANGE THE FOLLOWING ATTITUDES: (1) INTENT TO USE, (2) PERCEIVED HARM, (3) PERCEIVED PARENTAL SANCTIONS AGAINST DRUGS, (4) PEER ENCOURAGEMENT TO USE DRUGS, (5) PEER SANCTIONS AGAINST DRUG USE, (6) SOCIAL ACCEPTABILITY OF DRUG USERS, AND (7) PERCEIVED PARENT/CHILD COMMUNICATION ABOUT DRUGS. RELIABLE SCALES WILL BE USED TO ASSESS THE EFFECT ON THESE ATTITUDES. OUTCOME WILL BE ASSESSED USING ARELIABLE AND VALID DRUG-USE SURVEY TO MEASURE DRUG INVOLVEMENT OF 8TH AND 12TH GRADERS.

* information listed above is at the time of submission.

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