Effects of Mass Media Interventions on Drug Abuse: Changes in Knowledge, Attitude, and Behavior

Mark W. Lipsey, Vanderbilt University
James H. Derzon, Pacific Institutes on Research & Eval.

ABSTRACT
Mass media campaigns to prevent and reduce drug use among adolescents aim to change attitudes and knowledge in the expectation that positive changes in those domains, in turn, will lead to reduced use of harmful and illegal substances. Results from a meta-analysis of nearly 100 evaluation studies of media interventions show the magnitude of the effects on knowledge, attitudes, and behavior, the media approaches that produce the largest effects, and the relationship between changes in knowledge and attitudes with changes in actual substance use behavior.

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Updated 05/20/2006