CAMPAIGN

Evaluation of previous campaigns

2012: National Drugs Campaign 2011 - 2012

Phase Five (2011-2012) of the National Drugs Campaign (NDC) ran from 18 December 2011 to June 30 2012. Evaluation of this phase was measured by an online survey of a primary target audience of youth aged between 15-21 years as well as a secondary target audience of parents of 13-17 year-olds.

The campaign has been evaluated in reference to campaign awareness and impact on key behavioural and communication measures among the target audiences. A total of 1,500 young people (15-21 year-olds) were surveyed and 1,600 parents of 13-17 year-olds.

The campaign included:

  • integrated media activity – radio, print, outdoor, online, cinema and in-venue advertising;
  • youth marketing activities – t-shirt design competition, Rock the Schools
  • information resources; and
  • a National Drugs Campaign website (australia.gov.au/drugs).

Project National Drug Campaign Phase 5 Quantitative Research Report (2011 - 2012) (PDF 3512 KB)

Project National Drug Campaign Phase 5 Quantitative Research Report (2011 - 2012) (Word 18610 KB)

2011: National Drugs Campaign Phase Five (2010 -2011)

The 2011 campaign was evaluated by the Social Research Centre. The evaluation involved a post-campaign quantitative survey of youth in the target audience for the campaign (aged 15-21 years) and parents of teens aged 13-17 years. The research investigated campaign awareness and reach; campaign recognition; credibility and effectiveness of the advertising for ecstasy; and attitudes and behaviours in relation to illicit drugs. The results were compared against both a baseline for the campaign established in February 2010 and the Phase 4, Stage 2 evaluation survey conducted in June 2010.

Key findings:

  • Sixty two per cent of young people (15-21 years) and 57% of parents recognised one or more of the campaign materials. When considered in terms of the more focused approach in Phase Five of the campaign (which included ecstasy focused materials only), they demonstrated a strong campaign build effect in comparison to the previous evaluation results, where 52% of young people recognised these materials.
  • Sixty percent of young people who had seen the campaign reported that they had taken action as a result. Actions were more commonly identified amongst 15-17 years olds, with 71% of this group identifying some action in response to the campaign. Most commonly this included thinking more about the consequences of taking drugs, avoiding use or considering the harms associated with use
  • Notable increases were observed in relation to key target messages for the campaign. These included significant increases since benchmark measures in agreement that:
    • Ecstasy is made from dangerous substances (Benchmark 73%; Phase Five evaluation 78%); and
    • You don’t know where ecstasy has been made (Benchmark 75%; Phase Five evaluation 80%).
  • Most young people who had been offered drugs in the past year had resisted the offer, including: 89% who had been offered ice; 73% for cocaine or speed; 72% who had been offered ecstasy and 59% who had been offered cannabis.
  • More than three in four parents felt confident about talking with their children about drugs. Encouragingly, 83% of parents had engaged in conversations with their children on the topic in the last year. Those who were aware of the campaign were significantly more likely to have done so in the last 2 months (73% for parents who were aware of the campaign versus 53% for parents who had not seen the campaign).

National Drugs Campaign Phase Five (2010 - 2011) Evaluation Report, August 2011 (PDF 799 KB)

This page was last reviewed in March 2014.