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Up in Smoke
Posted by CN Staff on May 15, 2002 at 12:54:29 PT
Drug Czar Says Anti-Drug Ads Fell Flat
Source: ABCNews.com
Over the past five years, the government has spent $929 million in taxpayer money on advertising that was aimed at discouraging kids from using drugs. But the man in charge of the war on drugs, John Walters, says that money may have simply gone up in smoke. A report commissioned by Walter's office, the White House Office of National Drug Control Policy, scrutinized the impact of anti-drug TV advertisements released between September 1999 and December 2001. It concluded that "there is no evidence yet consistent with a desirable effect on youth," and no significant decline in marijuana use during that time. In other words, the ads fell flat. 
Walters, who was appointed drug czar by President Bush earlier this year, said the report shows that the star-power fueled ads didn't work. "It hasn't had an effect on young people's abuse," Walters said on ABCNEWS' Good Morning America. "The goal is to drive abuse down," he said. The report also claims that some of the 12- and 13-year-old kids who were surveyed for the study said they were "more" inclined to smoke marijuana after watching some of the ads that aired between 1999 and 2001. Some researchers question that conclusion, however, and an ONDCP spokesman says they plan to do a follow-up report and ask young TV viewers about the same commercials in another six months. The ads that Walters criticized include more than 212 TV commercials produced both in English and Spanish, which featured performers such as the Dixie Chicks and Mary J. Blige, along with actors posing as drug users. The spots aired during shows popular with teens, such as MTV programs and sitcoms. Gloves Off for Edgier Ad Campaign Walters is asking Congress for funding to support new, edgier and more confrontational commercials. A new ad campaign should be more direct and target older teens, he said. Such ads might be more like the post-Sept. 11 ads that link terrorism to drug use. Those commercials show footage of weapons and explosives, and suggest that the weapons were funded by drug sales in the U.S. "It's also going to provide more direct messages about the real threats," Walters said. "We are going to turn and look more directly at marijuana." Walters, who was critical of many of the anti-drug ads before he was appointed, said new ads will be tested for their impact before they air. Bob Weiner, former spokesman and public affairs director for the White House Drug Policy Office between May 1995 and August 2001, called Walters' assertion that the ads had flopped "absurd." Drug use actually dropped 34 percent during the last three years of the Clinton administration, Weiner said. "We have the data showing the tests that proved that the old ads worked — teens were 13 percent less likely to use drugs after seeing 'Frying Pan' for example," Weiner told U.S. Newswire. "If the drug office isn't still testing their new ads, look within thyself? Or go back to the ones we did which worked!" The agency that created the original "frying pan" commercial — "This is the sound of your brain fried on drugs" — which featured the famous egg in a frying pan scene 14 years ago, said that messages in today's ads have become muddled. "The campaign has become much more highly nuanced, the messages have softened into a more positive alternatives type of message, when the research clearly shows that perception or risk, social disapproval — things like that really work," said Steve Pasierb, president of the Partnership for a Drug-Free America. "Now you're seeing the results of that. The messages aren't getting through the way they did." A Joke? Some young people have said they agree with advertising experts who say the ads featuring musicians were a little too subtle with their message. "They didn't really seem like they had a moral to them," Nick, a high school student in Coral Gables, Fla., told ABCNEWS. "They seem like a joke." Bob Garfield, of Advertising Age magazine, said ads are good at getting people to act, but they often flounder when it comes to getting people not to act. In the case of anti-drug ads, the mission is to overcome other messages that drive people to smoke and use drugs. "It is one thing to think about an issue in the abstract and then to come face to face with the moment of impulse," Garfield said. "And I am telling you categorically: Advertising is not equipped to battle moments of impulse." Walters said the designers of the ad campaign had good intentions, but he said it's time to create edgier ads that will get results. New ads will be reviewed for their effectiveness every six months, said Walters. If the government can't make the ads work, it will consider putting the ad dollars in other areas of need in the anti-drug effort, said Walters.  Source: ABCNews.comPublished: May 15, 2002Copyright: 2002 ABC News Internet VenturesWebsite: http://www.abcnews.go.com/Contact: http://www.abcnews.go.com/onair/email.htmlRelated Articles & Web Site:Crossfire Transcripts: Do Drug Ads Work?http://freedomtoexhale.com/cf.htmDrug Czar Walters' Assertion of Ads' 'Flop' Absurd http://cannabisnews.com/news/thread12851.shtmlU.S. Drug Czar Admits To Failed Ad Campaignhttp://cannabisnews.com/news/thread12847.shtmlNew Drug Czar Says Ad Campaign has Flopped http://cannabisnews.com/news/thread12838.shtml 
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Comment #4 posted by qqqq on May 16, 2002 at 00:34:41 PT
..Zero Accountability..Pretending it's all Normal.
....when I see stories like this from big national media like AP,and ABCNews.com,,,and I read things like;..
""It hasn't had an effect on young people's abuse," Walters said on ABCNEWS' Good Morning America. "The goal is
      to drive abuse down," he said. "
...and...."Walters said the designers of the ad campaign had good intentions, but he said it's time to create edgier ads that
 will get results. New ads will be reviewed for their effectiveness every six months, said Walters. If the government can't make the ads work, it will consider putting the ad dollars in other areas of need in the anti-drug effort, said Walters." 
....I gasp in sheer dumbfounded awe!...As if the war on drugs wasnt bizarre and wasteful enough,,we have a bunch of Shithead pols,and bureucrats,who are experimenting with Millions of dollars,,in some absurd 'trial and error',ad campaign.....FUCK!.....and,,if that wasnt bad enough,,,they have the gall to say that it was ineffective! Years of obscene spending on fucking TV commercials!..TV commercials that the American people never asked for in the first place!!!,,and,,now they want to get more money for more of this crap!...The drug war really pisses me off,,,but the ad campaign is an OUTRAGE!.,,but very few people question things like this..I think that most people feel powerless to change things,and speak out,,make waves.,,,it's almost too late.........The American People are the enemy of the empire in the War on Freedom! ..and,the American People are suffering heavy losses in the battle.....It's time to WAKE UP,and fight for Freedom!
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Comment #3 posted by dimebag on May 15, 2002 at 14:10:56 PT
Why?
Why is it that the War On Drugs is only aimed at Marijuana?
Why dont I see ads on T.V telling Kids, "Dont Smoke, Dont Drink".... I mean... Half of the T.V commercials Are Beer Ads. I see maybe once a month a T.V ad telling Kids not to smoke Ciggaretts. How Come, If they want a Drug Free America they dont Attack The Ciggarett Companies and The Alchol companies.... Its because the Supposed Drug Czars are all fukin hipocrites that Smoke and Drink and get money from these companies to keep fighting Marijuana. These fortune 500 companies would eventually go out of business because they would not be able to compeet with Marijuana. It is the Safest Way To get high... I will be the first Pot Head to admit... It does make me a little slow, and My memory isnt all what it should be... But I am a functional American with Two Jobs supporting My Girlfriend while she goes to Culinary School (who happens to Be a Pot Head). SO whats the big deal....???
 Its the biggest Conspiracy in the history of the U.S.
Up with Dope, Down with The U.S Gov.Dime...
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Comment #2 posted by st1r_dude on May 15, 2002 at 13:42:37 PT
fear-monging fear-monger
"Walters is asking Congress for funding to support new, edgier and more confrontational commercials. A new ad campaign should be more direct and target older teens, he said. Such ads might be more like the post-Sept. 11 ads that link terrorism to drug use. Those commercials show footage of weapons and explosives, and suggest that the weapons were funded by drug sales in the U.S."total impalement of rational reasoning and logical thinking...can you believe this crap ? 
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Comment #1 posted by st1r_dude on May 15, 2002 at 13:36:46 PT
hee hee
"Walters, who was appointed drug czar by President Bush earlier this year, said the report shows that the star-power fueled ads didn't work. 
"It hasn't had an effect on young people's abuse," Walters said on ABCNEWS' Good Morning America. "The goal is to drive abuse down," he said. The report also claims that some of the 12- and 13-year-old kids who were surveyed for the study said they were "more" inclined to smoke marijuana after watching some of the ads that aired between 1999 and 2001." imagine that...
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