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

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.