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Anti-Drug Campaign for Teens
The Campaign
At present, marijuana is the most used drug and most frequently available in United States of America. The American youth takes serious dosages of marijuana. At least 60% of the adult population in United States of America was prone to marijuana in 2002. The statistics were prepared in the supervision of The White House Office of National Drug Control Policy. The website address is www.whitehousedrugpolicy.gov
Identification of the rhetorical settings: the communicator, the audience, the message and purpose
The initial phase of the campaign commenced in January-July 1998 and it comprised of 12 city pilot test of ads targeted at a variety of ethnic and multilingual audiences. Along the way, focus groups were setup audience awareness surveys were commenced. The second phase of the campaign in August 1998 to July 1999 set the campaign in motion with national television, radio, print media and outdoor media attention. Websites for parents, guardians, mentors and community members were launched. Corporation alliances were initiated, community anti-drug alliances were formed. The research work continued as per routine in the local government and state jurisdictions (Eddy, 2003).
In the year 1999, the third phase of campaign was commenced by the ONDCP. This was done after taking in consideration a series of panels featuring health expert, youth behavior change, advertising and social marketing individuals. The target was the younger audience aged between 9 to 18 this time. The special emphasis was of course on teens aged between 11 and 13. These are kids of 7th and 8th grades. The surveys conducted clearly showed that marijuana abuse began at the tender age of 11-13. It was still lukewarm in origins. The primary idea was to stop younger generation from being exposed to ill effects of marijuana. The national anthem was "stopping drug use before it starts" spearheaded by Barry McCaffrey. The third phase began in August.....