December 2013
Stopping the addiction: utilizing media and education programs to minimize drug use in the U.s. NATALIA NARANJO
The National Institute of Drug Abuse
AP/Rodrigo Abd
Executive summary to the obama administration | the office of of National Drug Control Policy Drug addiction is a disease, and the U.S. is suffering an epidemic. The increasing amount of violence occuring in northern Mexico due to drug cartel activity has escalated this issue for both parties involved, Mexico (supply) and the U.S. (demand). Many programs have attempted to minimize the supply end of the problem to no substantial avail, therefore attacking the demand is the next viable option. Criminal justice programs have limited capacities of success, mostly only increasing the bloodshed of an already violent international situation, and present prevention and treatment plans are in need of better performance measures.1 Implementing a strategy that lowers demand starting at the school-level for young adults through learning programs and a more interactive media plan can, in turn lower the need the for supply, ending the vicious cycle of addiction and violence between Mexico and the U.S.
What role can the Office of National Drug Control Policy play in controlling the demand of drugs within the U.S. to further dissolve the international drug problem?
background In 2011, it was calculated that 8.3% of the population, or 22.5 million Americans 12 years and older had used illicit drugs in the past month.2 With 90% of cocaine, and the majority of marijuana and meth coming to the U.S. through Mexico through the border states (Texas, California, etc.), the drug problem becomes international.3 $193,096,930 is lost each year due to the drug addiction problem in the U.S.4 In 2009 the U.S. National Drug Intelligence Center estimated that Mexican drug trafficking organizations generated in the range of $17 billion to $38 billion annually in wholesale proceeds from drug sales in the U.S.5 As of Spring 2010, the drug war had killed around 20,000 people in Mexico. The death toll only keeps rising as more cartels rise to power.6
Existing policy 1 H.R. 3122: SUCCESSFUL, SAFE, AND HEALTH STUDENTS ACT OF 2013 This bill directs the Secretary of Education to award grants to states to develop effective systems for measuring conditions of learning based on surveys for students and faculty. H.R. 3122 also allows for the awarding of subgrants to local education agencies or nonprofit organizations that use those systems for measurement to make improvements to school-level conditions for learning. It notes that an environment conducive to learning includes among other things, preventing substance abuse among students.7 This bill has potentioal and shows that intervening at the school-level is a good place to start when the goal is lowering the rate of substance abuse in the U.S. This policy has not worked because Congress has not been able to pass it, therefore the effectiveness of the amount of funding appropriated for each type of grant is unknown.
the good
the bad
- Supports student achievement - Provides resources for local - education agencies trying to create a better, drug-free school climate - Reduces drug use, violence, and harassment - Improves students’ well being
- Only $17 million of the $108.3 appropriated million goes to active drug use prevention8 - has only been referred to committee (Since 9/18/13) - Would target mainly low socio-economic areas - As of now, it has 2% chance of getting past committee and 0% chance of being enacted9
existing policy 2 YOUTH DRUG PREVENTION MEDIA PROGRAM This media plan initiative that backs the “Above the Influence” campaign was granted $20 million for the fiscal year of 2013 to increase their reach in young adults and teens. In 2013, this media program was reintroduced after having been cut the year before. This media plan uses the same “classic” advertising techniques as it did when it was first implemented in 1998 which includes TV spots, billboards and locally targeted advertising. Although the campaign does utilizle the internet, it is not using it to its full potential with avenues such as social media.10
the good
the bad
- Several independent research studies have shown that it has “predicted reduced marijuana use”11 - Reintroduced after being cut from the budget - Teens who are aware of the campaign are more druge-averse12
- Only 85% of teens are said to be aware of the campaign13 - Hasn’t tapped into new advertising strategies - Limited funding of $20 million that has dropped from $120 million in 200514
existing policy 3 H.R. 72: BORDER SECURITY, COOPERATION AND ACT NOW DRUG WAR PREVENTION ACT OF 2013 This bill directs the Secretary of Homeland Security and the Attorney General to appropriate to a state along the U.S. border up to 500 more Border Patrol, DEA, and ATF agents if the governor of that state so requests. These additional agents would help patrol the border to combat drug trafficking, the smuggling of firearms, explosives, and alcohol on the international border. This bill approrpriates funding towards getting vehicles and devices to make it easier for these agents to catch criminals along the border.15 This form of combatting the drug war is fighting fire with fire, and only increases the ingenuity of drug traffickers to find new ways to enter the U.S. By increasing the violence at the border, it further erodes the international relationship with Mexico.
the good
the bad
- The border will be more “secure� - Has only a 7% chance of getting past committee and a 1% chance of being enacted16
- Increases violence to the border - Promotes poor international relations with Mexico - Saw a $53.2 million increase in 201317
policy options
Socially Integrated Media Plan Targeted Prevention Program
campaign to rebrand addiction
Go to a small, rising advertising agency and make a creative media plan that integrates social media and guerilla marketing to reestablish the dangers of drug abuse to young adults. This includes creating Twitter, Tumblr, Instagram and other social media accounts, and guerilla marketing strategies in large and mid-sized cities. The guerilla marketing plan would use local grafitti artists, musicians, and activists and will generate social “buzz� that will spread throughout the communities online and in print.
Research the communities in the U.S. with highest risk of drug abuse and implement a program in the schools that will empower students to become community leaders and activists against drug use. The power word-of-mouth marketing is much stronger than a good media plan because people trust other people more than an advertisement.
Create a campaign that solely deals with rebranding addiction. Society has to change their views that addiction only affects vagabonds. Addiction is a disease. Changing this mindset will make it moer acceptable for those suffering from the disease of addiction to seek help without shame.
Recommendation The recommendation of the National Institute of Druge Abuse that I am representing would be a two part policy that includes the creation of a new, two-tiered socially integrated campaign that informs about the effects of drug abuse to youths and rebrands addiction, and the creation of a school program that empowers students in high-risk areas to become leaders and activists against drug use, Creating a modern media plan that can speak to young adults and reach a higher scope increases awareness of the dangers of drug use. The formation of a program that empowers students to be leaders in their communities can create powerful influencers of good in areas of trouble. These two policies can counter the high demand for drugs in the U.S. that would in turn minimize the supply brought in from Mexico, leading to a decrease in violence within Mexico and animosity between the two countries.
new media campaign
- Go to small, rising advertising agencies to make creative media plan for drug use prevention - Utilize social media & guerilla advertising - Target youth in every socio-economic strata
- Create a campaign to change mindset of what addiction is - Change the point of view of blaming Mexico for the drug problems - Use this to advertise effective treatement plans
Targeted prevention programs
- Go to the schools in problem areas - Use input from students exposed to drug use to create prevention programs - Empower students to take a stance against drugs with drug education programs
Recommended Readings Cole, Thomas B. “Mexican Drug Violence Intertwined With US Demand for Illegal Drugs.” Journal of the American Medical Association. 302.5 (2009): n. page. This article depicts the idea that the drug problem is not solely one-sided, but it includes both Mexico and the U.S. There is no one group to blame for the problems.
Ford, Jess T. United States. Government Accountability Office. United States Has provided Counternarcotics and Anticrime Support but Needs Better Performance Measures. This study from the government shows how treatment policy needs to have better performance measures in order to be effective.
Fuentes, Joseph R. , and Robert J. Kelly. “Drug Supply and Demand: The Dynamics of the American Drug Market and Some Aspects of Colombian and Mexican Drug Trafficking.’ journal of Contemporary Criminal Justice. 15.4 (1999): 328-351. This paper provides insight on the economic side of the drug trade by showing the problem as one of supply and demand.
Kellner, Tomas, and Francesco Pipitone. “Inside Mexico’s drug war.” World Policy Journal. 27.1 (2010): 29-37. This piece provides shocking statsistical data and graphic information on the violent drug war in Mexico and how the U.S. has interacted.
notes 1
Cole, Thomas B. Mexican Drug Violence Intertwined With US Demand for Illegal Drugs. Journal of the American
Medical Association. 302.5 (2009): n. page. Web. 2
Substance Abuse and Mental Health Services Administration, Results from the 2011 National Survey on Drug Use
and Health: Summary of National Findings, Rockville, MD: Substance Abuse and Mental Health Services Administration, 2012. 3
“Mexico Drug War Fast Facts.” CNN.com. CNN Library, 02 Sept. 2013. Web. <http://www.cnn.com/2013/09/02/
world/americas/mexico-drug-war-fast-facts/>. 4
United States. National Drug Intelligence Center. Department of Justice. The Economic Impact of Illicit Drug Use
on American Society. N.p., Apr. 2011. Web. 5
Kellner, Tomas, and Francesco Pipitone. Inside Mexico’s Drug War. World Policy Journal. 27.1 (2010): 29-37. Web.
6
Kellner, Tomas and Francesco Pipitone, Inside Mexico’s Drug War.
7
Successful, Safe, and Healthy Students Act of 2013, H.R. Res. H.R. 3122, 113th Cong. (2013). Print. Successful, Safe, and Healthy Students Act of 2013, H.R. 3122.
8 9
“H.R. 3122--113th Congress: Successful, Safe, and Healthy Students Act of 2013.” www.GovTrack.us. 2013.
<http://www.govtrack.us/congress/bills/113/hr3122>. 10
United States. Executive Office of the President. Office of National Drug Control Policy. National Drug Control
Budget: FY 2013 Funding Highlights. Feb. 2012. Web. 11
United States. Executive Office of the President. Office of National Drug Control Policy. Above the Influence Fact
Sheet. June 2012. Web. 12
Above the Influence Fact Sheet. June 2012
13
Above the Influence Fact Sheet. June 2012
14
Elliott, Stuart. “Antidrug Campaign, Lacking Federal Funds, Turns to Social Media.” New York Times. 15 July
2013. Web. 15
Border Security, Cooperation, and Act Now Drug War Prevention Act of 2013, H.R. H.R. 72, 113th Cong.
(2013). Print. 16
“H.R. 72--113th Congress: Border Security, Cooperation, and Act Now Drug War Prevention Act of 2013.” www.
GovTrack.us. 2013. December 11, 2013 <http://www.govtrack.us/congress/bills/113/hr72> 17
National Drug Control Budget: FY 2013 Funding Highlights. Feb. 2012.