Students of advertising know that one of the most provocative commercials of modern times was the 1987 “This is your brain on drugs” public service announcement campaign by the Partnership for a Drug-Free America (PDFA.) Sadly, this powerful message was over-exposed and imitated to the point of self-parody. But whether or not you deem this classic campaign, the federal government continues to spend $ 100 
million annually on anti-drug advertising directed to teens. Media Daily News (free registration required,) reports that the Government Accounting Office (GAO) just released a report claiming this advertising is ineffective. "Exposure to the advertisements generally did not lead youth to disapprove of using drugs and may have promoted perceptions among exposed youth that others' drug use was normal," the GAO report said. "Moreover, the evaluation was unable to demonstrate that changes in parental attitudes led to changes in youth attitudes or behaviors toward drug use." Marketing Blurb cannot comment on the validity of the advertising or the GAO report. We suspect teens take their cues on drug use from mom and dad. This is your brain on Marketing Blurb.
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