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Health Education Research Advance Access published online on September 30, 2005
Health Education Research, doi:10.1093/her/cyh056
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© The Author 2005. Published by Oxford University Press. All rights reserved. For permissions, please email: journals.permissions@oxfordjournals.org
Received May 23, 2005
Accepted August 15, 2005

Original article

Combining in-school and community-based media efforts: reducing marijuana and alcohol uptake among younger adolescents

Michael D. Slater 1*, Kathleen J. Kelly 2, Ruth W. Edwards 3, Pamela J. Thurman 3, Barbara A. Plested 3, Thomas J. Keefe 4, Frank R. Lawrence 5, and Kimberly L. Henry 6

1 School of Communication, The Ohio State University, Columbus, OH 43210-1339, USA
2 Department of Marketing, Colorado State University
3 Tri-Ethnic Center for Prevention Research, Colorado State University
4 Department of Environmental Health, Colorado State University
5 HDD Methodology Center, The Pennsylvania State University
6 Institute of Behavioural Science, University of Colorado

* To whom correspondence should be addressed.
Michael D. Slater, E-mail: slater.59{at}osu.edu


  Abstract

This study tests the impact of an in-school mediated communication campaign based on social marketing principles, in combination with a participatory, community-based media effort, on marijuana, alcohol and tobacco uptake among middle-school students. Eight media treatment and eight control communities throughout the US were randomly assigned to condition. Within both media treatment and media control communities, one school received a research-based prevention curriculum and one school did not, resulting in a crossed, split-plot design. Four waves of longitudinal data were collected over 2 years in each school and were analyzed using generalized linear mixed models to account for clustering effects. Youth in intervention communities (N = 4216) showed fewer users at final post-test for marijuana [odds ratio (OR) = 0.50, P = 0.019], alcohol (OR = 0.40, P = 0.009) and cigarettes (OR = 0.49, P = 0.039), one-tailed. Growth trajectory results were significant for marijuana (P = 0.040), marginal for alcohol (P = 0.051) and non-significant for cigarettes (P = 0.114). Results suggest that an appropriately designed in-school and community-based media effort can reduce youth substance uptake. Effectiveness does not depend on the presence of an in-school prevention curriculum.


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