Marketing the anti-drug message: Media, source and message credibility interactions
Business and Public Management
Marketing, Tourism and Leisure
This paper investigates the role of media, source and message credibility in the process of preventing/reducing drug use. An original contribution of the study is that this investigation was conducted with a sample segmented by level of marijuana use. The findings raise questions about the effectiveness of traditional mass media campaigns employed by Government agencies to reduce the use of illicit drugs. The following section provides a background to the development of anti-drug campaigns in Australia, and in particular, anti-marijuana campaigns.