Reaching At-Risk Populations in a Mass Media Drug Abuse Prevention Campaign: Sensation Seeking as a Targeting Variable

Abstract

SUMMARY Sensation seeking, which research indicates is a biologically-based personality variable, is strongly related to both drug use and preferences for highly novel, arousing, and/or unconventional messages and TV programs. This connection was the basis of a targeting strategy in a five-month televised anti-drug PSA campaign in a medium-sized market aimed at high sensation seeking young adults. Data from several sources demonstrate that the campaign, involving messages designed for and placed in programming popular with high sensation seekers, was successful in reaching target audience members with prevention messages and motivating them to call a hotline featuring alternatives to drug abuse.