Getting creative with drug education: US Overview and moving forward
by Jack Gazdik

Last week I presented the US portion of my research project comparing and contrasting the U.S. drug education program Above the Influence and the U.K. drug education program FRANK.
Above the Influence: Solid Research Leads to Successful Advertising
What surprised and interested me the most about the Above the Influence campaign strategy is that it didn’t position drugs as the enemy it positioned influence in general as the enemy. The goal of the campaign was not to scare teens away from drugs, but to depict drugs and influence as something that makes a teen less of an individual.
I discovered that US teens exhibit a strong need for individuality, but I also found out that US teens are very sensitive to influence, both positive and negative. My research about US teens aligned well with the Above the Influence campaign strategy, and it was an amazing experience to backtrack through the thought process of the campaign.
It was inspiring to see how much research affected the final campaign strategy, and to see the unique and creative ways DraftFCB NY, the agency that created Above the Influence, implemented the strategy.
I also think the sound research done for the Above the Influence campaign has contributed to the campaign’s success compared to its predecessor the My Anti-Drug campaign. The My Anti-Drug campaign attempted to talk to teens and their parents through media that both demographics consumed. However, research shows that teens distrust hype where they see it, especially if that hype is coming from a place of authority. Above the Influence focused solely on media that teens know and trust.
This strategy has had positive effects:
o 85% of teens 12–18 are aware of the Above the Influence brand and logo
o Research has shown teens aware of the campaign hold significantly stronger anti-drug beliefs than those who are unaware1.
FRANK: How Will Culture Affect Campaign Strategy?
I plan on doing very similar research in the U.K., but this time focusing on FRANK. I chose drug education campaigns because I think the differences in strategy will also highlight the cultural differences between the U.K. and U.S. I am also interested to see what research was done in creating the FRANK campaign and how that research affected the campaign strategy.
It will be interesting to see what media is used in advertising to U.K. teens, and to see how the attitudes and beliefs of U.K. teens differ from teens in the U.S.
Goals Moving Forward:
o Obtain better interviews, especially with someone from Mother Advertising, the creator of FRANK
o Use the U.S. portion or my research to guide the U.K. portion of my research
o Focus on drawing insights and conclusions about the cultural differences that affect advertising campaign strategies
1.http://www.whitehouse.gov/sites/default/files/ondcp/prevention/campaign_effectiveness_and_rigor_page_youth_anti-drug_media_campaign__progress_report.pdf
Above the Influence: Solid Research Leads to Successful Advertising
What surprised and interested me the most about the Above the Influence campaign strategy is that it didn’t position drugs as the enemy it positioned influence in general as the enemy. The goal of the campaign was not to scare teens away from drugs, but to depict drugs and influence as something that makes a teen less of an individual.
I discovered that US teens exhibit a strong need for individuality, but I also found out that US teens are very sensitive to influence, both positive and negative. My research about US teens aligned well with the Above the Influence campaign strategy, and it was an amazing experience to backtrack through the thought process of the campaign.
It was inspiring to see how much research affected the final campaign strategy, and to see the unique and creative ways DraftFCB NY, the agency that created Above the Influence, implemented the strategy.
I also think the sound research done for the Above the Influence campaign has contributed to the campaign’s success compared to its predecessor the My Anti-Drug campaign. The My Anti-Drug campaign attempted to talk to teens and their parents through media that both demographics consumed. However, research shows that teens distrust hype where they see it, especially if that hype is coming from a place of authority. Above the Influence focused solely on media that teens know and trust.
This strategy has had positive effects:
o 85% of teens 12–18 are aware of the Above the Influence brand and logo
o Research has shown teens aware of the campaign hold significantly stronger anti-drug beliefs than those who are unaware1.
FRANK: How Will Culture Affect Campaign Strategy?
I plan on doing very similar research in the U.K., but this time focusing on FRANK. I chose drug education campaigns because I think the differences in strategy will also highlight the cultural differences between the U.K. and U.S. I am also interested to see what research was done in creating the FRANK campaign and how that research affected the campaign strategy.
It will be interesting to see what media is used in advertising to U.K. teens, and to see how the attitudes and beliefs of U.K. teens differ from teens in the U.S.
Goals Moving Forward:
o Obtain better interviews, especially with someone from Mother Advertising, the creator of FRANK
o Use the U.S. portion or my research to guide the U.K. portion of my research
o Focus on drawing insights and conclusions about the cultural differences that affect advertising campaign strategies
1.http://www.whitehouse.gov/sites/default/files/ondcp/prevention/campaign_effectiveness_and_rigor_page_youth_anti-drug_media_campaign__progress_report.pdf
Pedaling for progression
by Dan Probola
Visit Dan's e-Portfolio
I have enjoyed cycling for as long as I can remember. I discovered at a young age that it is one of the closest experiences to flying available to the common man. That said, I have integrated it into my life for far more than just a hobby throughout the past few years.
In my ideal world, people would prefer a bicycle to a motorized vehicle for short-distance destinations. An abundant amount of research has proven cycling to be beneficial for:
The amount of bicycle commuting in the US has increased by 150% between 2004-2009, but the bicycle still remains to be an underutilized and unappreciated mode of transportation. Tom Fucoloro, a contributor to the Seattle Bike Blog, wrote an article that explains why the media plays a huge part in the adamant, negative stereotype of cycling. I want to determine what necessary changes the U.S. would need to make in order to categorize vehicular cycling as a socially acceptable and legitimate alternative to motorized vehicles for short-distance trips.
In order to obtain this information, I will need to compare and contrast various factors of both the U.S. and the U.K. such as bicycle laws, ideologies, infrastructures, values and promotional efforts. I am going to focus my comparative research on New York City and London as they are comparable in both population size and global influence. I intend to apply all of my compiled, analyzed research to my area of expertise, inner city bicycle promotion.
Many Americans associate the bicycle with negative stereotypes. The negative stereotype ranges from an indicator of poor socioeconomic status to a vehicle of the most affluent elitists. I am excited to determine what steps need to be taken as a society to integrate the bicycle on the road as well as in the minds of the general population. I am also looking forward to learning about the history of the bicycle and its emergence in European culture.
In my ideal world, people would prefer a bicycle to a motorized vehicle for short-distance destinations. An abundant amount of research has proven cycling to be beneficial for:
The amount of bicycle commuting in the US has increased by 150% between 2004-2009, but the bicycle still remains to be an underutilized and unappreciated mode of transportation. Tom Fucoloro, a contributor to the Seattle Bike Blog, wrote an article that explains why the media plays a huge part in the adamant, negative stereotype of cycling. I want to determine what necessary changes the U.S. would need to make in order to categorize vehicular cycling as a socially acceptable and legitimate alternative to motorized vehicles for short-distance trips.
In order to obtain this information, I will need to compare and contrast various factors of both the U.S. and the U.K. such as bicycle laws, ideologies, infrastructures, values and promotional efforts. I am going to focus my comparative research on New York City and London as they are comparable in both population size and global influence. I intend to apply all of my compiled, analyzed research to my area of expertise, inner city bicycle promotion.
Many Americans associate the bicycle with negative stereotypes. The negative stereotype ranges from an indicator of poor socioeconomic status to a vehicle of the most affluent elitists. I am excited to determine what steps need to be taken as a society to integrate the bicycle on the road as well as in the minds of the general population. I am also looking forward to learning about the history of the bicycle and its emergence in European culture.