# Presentation: 116772

## Partnership Attitude Tracking Study 
& Launch of Ecstasy Campaign

**& Launch of Ecstasy Campaign**

**Partnership for a**** ****Drug-Free America****®**

**Notes:**
1. Welcome. Before we get started, let me recognize a number of our guests today ....

2. Thank you for joining us. We're here today to make two announcements -- one, to release our latest national data from the Partnership Attitude Tracking Study; and two, to unveil the first national education effort targeting a growing concern, Ecstasy ...

3. For those of you who don't know, PDFA is ....

## Partnership Attitude Tracking Study

**National sample of teens & parents**
**Close to 7000 teenagers, 12 to 18 years old**
**14th wave of PATS conducted since 1985**
**Attitudes & use**

**Notes:**
Each year for the past 14 years, we've gathered and analyzed data about parents and teenagers to assess drug usage patterns, and in a very detailed way, drug-related attitudes ....The attitudinal data gives us rich insights into what our target audiences think and feel about various drugs and drug-related behavior ..... These attitudinal findings inform the strategic direction of our national advertising campaign...

Last year, we gathered data on close to 7,000 teenagers...

## Partnership Attitude Tracking Study

***Findings:***
**Teen drug use down and stable since 1997**
**Declines in inhalants, alcohol, tobacco**
**One disturbing exception**

**Notes:**

(Report findings on slide...)

## Ecstasy

**MDMA or ****3-4 methylenedioxymethamphetamine**** **
**Part hallucinogen, part amphetamine. Schedule I**
**Intense s****erotonin ****release in the brain**
**Growing body of evidence: neurotoxic**
**Powerful high & real danger: Increased body temp, dehydration, impact on organs, heart, etc.  **

**Notes:**

(Follow chart...)

## Ecstasy

**80% of Ecstasy in US made in Netherlands**
**Israeli & Russian organized crime rings**
**50-cents per tab to manufacture**
**US retail = $10 to $40 tab**
**Seizures: 1998 = 750,000 tabs**
**                   ****2000 = 9.3 million **

**Notes:**

The DEA tells us ..... (work from chart)

## Ecstasy

**The “hug drug,” “love drug,”  “X,” “XTC”**
**From rave scene to mainstream**
**150 “brands” identified by DEA**
**The power of word-of-mouth and/or “buzz” marketing ...**

**Notes:**

(Follow chart...)

## New Research into Ecstasy: Different drugs, different perceived risk

**Heroin**
**Crack**
**Cocaine**
**LSD**
**Meth**
**Ecstasy**
**Inhalants**
**Marijuana**

## Attitudes Drive Behavior

**Low perception of risk +**
**Widespread availability of a drug =**

**Notes:**
From years of research, we know that drug use patterns move in direct correlation with drug-related attitudes... As more kids view a particular drug as risky and peer social acceptance declines, drug use declines.... The opposite, of course, is true as well.... 

With Ecstasy, our data reveal that kids share a low perception of risk associated with this drug... and that, when combined with widespread availability, leads to this...

## New, Disturbing Data:Teen Ecstasy Use

- +*

- Partnership Attitude Tracking Study. Lifetime use measure.
- + = significant difference vs. 1998 at .05 level; * = significant difference vs. 2000 at .05 level

**%**

**71 %**

**Notes:**
Over the last year, we've seen a 20 percent increase in the number of teenagers who've used Ecstasy at least once in their lives.... Since 1999, that translates into a 71 percent increase ... These disturing data tell us that Ecstasy has reached an entirely new plateau...

## Teen Drug Use

**Teen Drug Use**

**Ecstasy**
**“****Meth”**
**LSD**
**Cocaine/Crack**
**Heroin**

**12%**

**11%**

**10%**

**9%**

**4%**

- 2001 Partnership Attitude Tracking Study; lifetime usage among 12- to 18-year-olds

**Notes:**
Our data indicate that now, for the first time, more teens have experimented with Ecstasy than teens who've used a host of other illicit drugs -- including cocaine, crack, heroin, LSD and methamphetamine...

## The Ecstasy Market

**Non-Triers**

**Tried Ecstasy**

**At Risk for “X” Use**

- Source: Partnership Ecstasy Research, 2001; 400 teens 14 to 18. Discriminant Function Analysis

**Notes:**
A thorough analysis of current teen attitudes about Ecstasy has given us a good sense of the current market of consumers, and where that market is likely to move...

The good news is that the vast majority of teens will never use Ecstasy... The bad news is that the market of Ecstasy users has the potential to double over the short run.... 

That translates into an additional 2.6 million users....

## The Ecstasy Market

**Non-Triers**

**Tried Ecstasy**

**At Risk for  “X” Use**

- Source: Partnership Ecstasy Research, 2001; 400 teens 14 to 18. Discriminant Function Analysis

**2.6 Million more teens**

**=**

## New Research into Ecstasy

**Who are the likely users ?**
**16 to 17 year olds**
**Boys, more so than girls**
**Achievers & underachievers**
**Teens who see “benefits” **

**Notes:**

Who are the users and likely users?

(Work from chart...)

## Frightening Parallels: Cocaine

**Widespread social acceptance**
**Intensively pleasurable high**
**Low perceived risk**
**Strong word-of-mouth marketing**
**Few **_**obvious**_** long-term risks**

**Notes:**

How did Ecstasy spread so rapidly in the country? How did it catch on?

As marketing people, the current problem with Ecstasy in the country presents some striking and frightening parallels to our experience with cocaine....

(Work from chart...)

## Frightening Parallels: Cocaine

**Ecstasy ...**
**The rave generation’s cocaine**

**Notes:**

How did Ecstasy spread so rapidly in the country? How did it catch on?

As marketing people, the current problem with Ecstasy in the country presents some striking and frightening parallels to our experience with cocaine....

(Work from chart...)

## John Walters, DirectorOffice of National Drug Control Policy

## Ecstasy Education Campaign

**Notes:**
(Show SPOTS:

Laugh Track
Fast Forward
Tommy G
Coroner
Elsa
Jim/Elsa Montage
Jim

**Notes:**

Introduce Jim & Elsa Heird

## Slide 19

## Slide 20

## Slide 21

## Slide 22

## Slide 23

## The People Behind the Advertising

## Partnership Attitude Tracking Study 
& Launch of Ecstasy Campaign

**& Launch of Ecstasy Campaign**

**Partnership for a**** ****Drug-Free America****®**