The White House’s anti-drug media campaign has found that the $1 billion-plus size wad spent on reducing illegal drug use has not been affecting drug use in teenagers. The study has shown that the campaign has actually contributed to an increase in marijuana use among teenage girls. I believe the problem with these advertisements is that marketers are attempting to establish a laid back relationship with the viewer and that rarely works. The ‘Truth’ anti-tobacco advertising campaign was successful because it did not claim to prove a laid back relationship between the advertiser and the viewer. Youth smoking has since dramatically declined while drug use has not. What is important to remember is that the messages teens are receiving from these ads need to be heard clear and honestly.

Teens are constantly flooded with pro-drug use advertisements in rap music, movies, and more. The anti-drug campaign needs to go back to the drawing board.