Parent ads in the National Youth Anti-Drug Media Campaign.

  title={Parent ads in the National Youth Anti-Drug Media Campaign.},
  author={Michael T. Stephenson and Brian L. Quick},
  journal={Journal of health communication},
  volume={10 8},
The National Youth Anti-Drug Media Campaign aims not only to reduce drug use by teens and preteens, but also to arm parents with knowledge about specific parenting practices known to reduce the risk of teen drug use. Among the documented successes of the campaign to date was a small, but direct effect on some parenting practices, including parent-child discussions about drug use. To reach a deeper understanding about the substance of the parental ads, we content analyzed the message strategies… CONTINUE READING