Television campaigns and adolescent marijuana use: Tests of sensation seeking targeting

Objectives. This study evaluated the effectiveness of targeted televised pu blic service announcement campaigns in reducing marijuana use among high-se nsation-seeking adolescents. Methods. The study used a controlled interrupted time-series design in 2 ma tched communities. Two televised antimarijuana campaigns were conducted in 1 county and 1 campaign in the comparison community. Personal interviews we re conducted with 100 randomly selected teenagers monthly in each county fo r 32 months. Results. All 3 campaigns reversed upward developmental trends in 30-day mar ijuana use among high-sensation seekers (P < .002). As expected, low-sensat ion seekers had low use levels, and no campaign effects were evident. Conclusions. Televised campaigns with high reach and frequency that use pub lic service announcements designed for and targeted at high-sensation-seeki ng adolescents can significantly reduce substance use in this high-risk pop ulation.