Short-term effects of an anti-marijuana media campaign targeting high sensation seeking adolescents

Sensation seeking a biologically-based personality variable, is strongly re lated to both drug use and preferences for highly novel, arousing, and/or u nconventional messages and TV programs. This connection is the basis of a t argeting strategy in an anti-marijuana public service announcement campaign in a medium-sized market aimed at high sensation seeking adolescents. Data from the first half of the media campaign suggest that the anti-marijuana PSAs are reaching the target audience's marijuana-related beliefs, attitude s, and behaviors in the experimental city when compared to the control city . Implications for future campaigns are discussed.