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Real Effectiveness of Anti-drug Campaigns. An Exploratory Analysis in the Young Spanish People

Author

Listed:
  • Cuesta Valiño, Pedro
  • García Miguélez, María Purificación
  • Gutiérrez Rodriguez, Pablo
  • Lanero Carrizo, Ana
  • Vázquez Burguete, José Luis

Abstract

Models as the Protection Motivation Theory (PMT) aim to understand those data and variables considered by individuals when facing the challenge of a behavioural change, as well as the more or less important they are. It is a key issue for social marketing responsibles, as they need a better understanding of the reasons for compliance or not with a suggested new behaviour. Research was conducted on three TV spots aiming drug-fight sponsored by the Ministry on Health and Consumption in Spain. In spite of the limitations of the study -due to its exploratory character-, obtained results question the effectiveness of used arguments, perceived as one-sided and more focused on the threat coming from current behaviour than in the advantages of coping appraisal and behavioural change. Moreover, a requirement of self-conviction for a real behavioural change is stated, as well as the doubtful effectiveness of -even counterproductive- penalties or external pressures on individuals.

Suggested Citation

  • Cuesta Valiño, Pedro & García Miguélez, María Purificación & Gutiérrez Rodriguez, Pablo & Lanero Carrizo, Ana & Vázquez Burguete, José Luis, 2010. "Real Effectiveness of Anti-drug Campaigns. An Exploratory Analysis in the Young Spanish People," Apas Papers 86, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:86
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/111
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