New anti-drug ads to hit during Super Bowl


More anti-drug ads to appear during Super Bowl According to the press release "The new ads have been extensively tested with target audiences".

(Continue to read know you want to)

Which means what? The fact that they got a bunch of people to view the ads seems like a weird point to emphasize. Maybe after the ads that connected drugs to terrorism they feel they need to show they can prove scare tactics keep kids from trying drugs. Honestly I think there has to be a better way to go about this. Makes me think of the South Park episode I saw last night- "My Future Self n' Me".

After a little bit of research I found there have been studies done to see if these scare tactics are working. One article shows researchers are questioning the value of these scare tactics.

"Margaret Brown, chair of CTAs School Management Committee and a member of the Sacramento City Teachers Association, agrees with the conclusions of the controversial study. "My observation is that students want information that is realistic to the world they live in," says Brown, who teaches in a continuation high school. "Drugs are a part of the world they live in, in many cases. They don't want scare tactics. They want information about how drugs affect the body. The kids say, "Give me a real message, and don't talk to me like I'm awful if I've tried it." "

You can view the ads here after Sunday and their older ads now.

about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

Comments (2)

  • tlevitz's picture

    HA! The world would be a much better place if everybody watched South Park.

    No, scare tactics don't work and, god help me for saying this, but I question anti-drug advertising in any form. (like I wouldn't change my tune if I were offered a fat budget to go out and make an anti-drug campaign but that's neither here nor there)...

    Treat the little bastards to a showing of Kids or Trainspotting. Accidentally strand your son in rehab for 48 hours. Let a flock of addict prostitutes babysit your daughter some night. Guerilla tactics, I say. Guerilla tactics are scare tactics but true tactics. That is, if you actually want to get the message across not just blow government money (pun not intended).

    Jan 24, 2003

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