This study analyzes the effects of two media-based intervention campaigns aimed at reducing marijuana use in adolescents. Both campaigns ran from 2005 to 2009 and had similar messages of marijuana’s negative affects on personal aspirations and autonomy. The first of the campaigns, “Be Under Your Own Influence,” a randomized school and community trial, was a replication of an earlier campaign of the same name. The second campaign, “Above the Influence,” is in ongoing national media campaign sponsored by the ONDCP. It found that the replicated effects of “Be Under Your Own Influence” were weaker primarily because of high exposure to the more extensive “Above the Influence Campaign.” The study also found that exposure to the “Above the Influence Campaign” predicted reduced marijuana use.
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