The learning from the National Youth Anti-Drug Media Campaign's first 18 months was invaluable for shaping the strategic focus of the Campaign since September 1999. The Campaign's first two phases recognized the need for many advertisements across multiple media vehicles to ensure that appropriate drug use prevention messages would reach every American youth and adult. The primary goal was to heighten awareness. Beginning in September 1999 the Campaign began deploying refined strategic message platforms developed and tested in 1998 and the first half of 1999. All of the Campaign's advertising and non-advertising outreach programs are focused on a single message platform at a time.
Every communication is actionable.