The public service ads' ultimate goal is changing Iowans' behavioral attitudes toward drugs. While nearly one-fourth of the respondents had taken action to assist the statewide effort to curb drug use, it is unclear if the ads had a strong effect on reducing drug use in Iowa. The statewide survey was given to Iowans 18 years of age and older. To measure the impact of the ads on teenagers, the research team conducted focus groups with high school students from Roland-Story City, Gilbert and Nevada high schools. Those focus groups findings indicated that teens think that drug use is one of Iowa's biggest problems.
Teens get most of their anti-drug messages from radio.
Celebrities aren't appealing to teens in anti-drug ads. Teens are exposed to marijuana more often than any other illegal drug. Teens perceive parents as lacking knowledge regarding drugs and believe parents are ill equipped to discuss drugs with them. The Greenlee School team's work isn't completed with this initial report. The original survey's respondents will be re-surveyed in late February and early March to determine if the PDFI public service ads have had a lasting impact.