Perceptions of a drug prevention public service announcement campaign among street-involved youth in Vancouver, Canada: a qualitative study.
BACKGROUND
Due to the popularity of public service announcements (PSAs), as well as the broader health and social harms associated with illicit drug use, this study sought to investigate how drug prevention messages found in the Government of Canada's DrugsNot4Me campaign were understood, experienced, and engaged with among a group of street-involved young people in Vancouver, Canada.


METHODS
Qualitative interviews were conducted with 25 individuals enrolled in the At-Risk Youth Study, and a thematic analysis was conducted.


RESULTS
Findings indicate that the campaign's messages neither resonated with "at-risk youth", nor provided information or resources for support. In some cases, the messaging exacerbated the social suffering experienced by these individuals.


CONCLUSIONS
This study underscores the importance of rigorous evaluation of PSAs and the need to consider diverting funds allocated to drug prevention campaigns to social services that can meaningfully address the structural drivers of drug-related harms among vulnerable youth populations.
['Ti|Lianlian|L|', 'Fast|Danya|D|', 'Small|William|W|', 'Kerr|Thomas|T|0000-0002-0870-7153']
D000328:Adult D002170:Canada D005260:Female D040261:Harm Reduction D006801:Humans D008297:Male D066308:Public Service Announcements as Topic D036301:Qualitative Research D019966:Substance-Related Disorders D035862:Vulnerable Populations D055815:Young Adult
Public service announcement Street-involved youth Illicit drug use Social suffering Public health communication campaign