Project: Teenage Drug Users: Test of an Anti-Drug Social Marketing Campaign
Client: Galanty and Company on behalf of the U.S. Sentencing Commission
Marketing: United States
Juárez & Associates conducted focus groups among teenagers in the Los Angeles, CA and Washington, DC areas to test concepts for an anti-drug social marketing campaign and determine the teens’ views of drug use and knowledge of legal penalties for drug possession. J&A held focus groups with African American and Latino teenagers who used drugs or knew people who used or dealt drugs. The findings were used by Galanty and Company to develop a social marketing campaign to inform teens of the penalties for possessing drugs or accompanying someone who did.