Anti drugs campaigns and communication strategies.pdf

Zainol Abidin Ahmad
Dini Farhana Baharudin
Abdul Halim Mohd. Hussin
Zaliridzal Zakaria
Muhammad Zaki Mustafa

Preliminary Findings on the Use of Anti-Drug Campaigns and Communication
Strategies to Increase Awareness about the Dangers of Drug Abuse in Malaysia
Zainol Abidin Ahmad, Dini Farhana Baharudin, Abdul Halim Mohd. Hussin, Zaliridzal
Zakaria, Muhammad Zaki Mustafa
0228
Universiti Sains Islam Malaysia, Malaysia
The Asian Conference on the Social Sciences
Official Conference Proceedings 2012
Abstract:
The aim of this preliminary study was to identify the level of knowledge and awareness
of the Malaysian society about the dangers of drugs and to determine if the use of media
and communication strategies increases awareness about the dangers of drug abuse. A
61-item closed format survey instrument was developed to evaluate the use of anti-drug
campaigns and communication strategies on drug abuse. A total of forty participants
completed the questionnaires (n = 40) which includes 48% male and 52% female. Two
types of anti-drug campaigns and communication strategies utilized in Malaysia to
increase awareness about the dangers of drug abuse are: (1) the mass media (e.g.
television, radio, newspapers, Internet), and (2) outdoor advertisement (e.g. billboards,
brochures, roadshows). Majority of the participants were found to have moderate
knowledge and awareness about the dangers of drug abuse through the campaigns and
strategies. Television shows the highest figure, followed by newspaper, radio,
magazines and the Internet on the exposure of participants to campaigns. The results
highlight the feasibility of using a variety of media to educate and increase awareness
about the dangers of drug abuse. Suggestions for future research and practice were also
discussed.
Keywords: drug, prevention, awareness, communication, media campaigns
The Asian Conference on the Social Sciences 2012
Official Conference Proceedings Osaka, Japan
132

1. Introduction
Today, drug abuse is severely affecting the society causing loss particularly in terms of
treatment and rehabilitation costs, lost of productivity and increased crime. Many
methods and strategies have been introduced in addressing the drug problem either by
strengthening the enforcement agencies, organizing prevention programs and increasing
anti-drug education as well as improving on methods of treatment and rehabilitation of
drug users. In recent years, research-based prevention programs have proven effective
(National Institute on Drug Abuse, 2003). These programs were tested in diverse
communities, in a wide variety of settings, and with a range of populations. Although
there are various types of drug prevention programs, there is lack of study in relation to
anti-drug campaign and communication strategies in the Malaysian context.
According to Valente (2001), an assessment of the effectiveness of the media campaign
will open up huge opportunities for intervention improvement while ensuring
intervention goals can be achieved successfully. Hornik & Yanovitzky (2003) stipulates
that failure to provide an assessment of the campaigns may result in the campaign not
achieving the desired outcome.
Anonymous (2003) in his study on anti-drug campaign conducted by Leo Burnett and
McCann-Erickson in 2002, targeting young people found that the campaign can have
both positive and negative effects on the target group. The findings showed that 25
percent of the respondents have a tendency towards drug addiction after watching the
anti-drug campaign and 75 percent of the respondents tend to stay away from drugs. This
study proves the importance of assessment on the effectiveness of a campaign to ensure
that the campaign will achieve its objectives and not add to existing problems.
Therefore, the aim of this preliminary study was to identify the level of knowledge and
awareness of the Malaysian society about the dangers of drugs and to determine if the use
of media and communication strategies may increases awareness about the dangers of
drug abuse.
2. Method
By developing a better understanding of the Malaysian society’s level of knowledge and
awareness about the dangers of drugs and identifying whether the use of media and
communication strategies increases awareness about the dangers of drug abuse, policy
makers as well as those working directly in addiction may gain information that will
make prevention efforts more successful. A quantitative method was adopted to serve as
the method for this preliminary study.
2.1 Sampling
Respondents were those from all walks of life (youth, youth, residents' association
leaders, leaders of youth associations) in Malaysia. Random sampling technique was used
to select 500 respondents who were apportioned based on five different zones - Southern
Zone (Johor, Malacca and Negeri Sembilan), Central Zone (Selangor, Kuala Lumpur and
133

Putrajaya), North Zone (Perak, Penang, Kedah and Perlis), East Coast Zone (Kelantan,
Pahang and Terengganu) and East Malaysia Zone (Sabah and Sarawak).
2.2 Instrumentation
A 61-item closed format survey instrument was developed to evaluate the use of anti-
drug campaigns and communication strategies on drug abuse. A total of forty respondents
completed the questionnaires (n = 40) which includes 48% male and 52% female.
2.3 Data collection and analysis
Data in this study were obtained through two main sources. First, the secondary data
source which achieved from books, magazine, journal, press and previous research and
the sample itself as a primary source. Two enumerators were hired to facilitate the data
collection process. They are responsible to meet all the respondents and deliver the
questionnaire. All respondents need to answer the entire questionnaire themselves and
return the questionnaire to the enumerators on the spot. Data for the study was analyzed
using SPSS. As this is a preliminary study, only descriptive statistics were reported.
Inferential statistics using Pearson correlation, t-test and ANOVA will further be used to
analyze the data.
3. Results
Two types of anti-drug campaigns and communication strategies utilized in Malaysia to
increase awareness about the dangers of drug abuse are: (1) the mass media (e.g.
television, radio, newspapers, Internet), and (2) outdoor advertisement (e.g. billboards,
brochures, roadshows). Majority of the participants were found to have moderate
knowledge and awareness about the dangers of drug abuse through the campaigns and
strategies. Television shows the highest figure, followed by newspaper, radio, magazines
and the Internet on the exposure of participants to campaigns.
4. Discussion
The ability of the media campaign cannot be denied through a few examples of the
impact of media campaigns. The findings of this preliminary study show that the
acceptance of the media campaign in the country is expanding. This can be proven with
the development of media itself. Starting from the era of 1940s where a specific agency
for Malaysian radio and television was introduced, the first radio channel in Malaysia
provide a positive stance through a variety of music-based programs, cultural-based
competition such as drama and poetry to the audience at that time.
Electronic media play an important role in the process of information delivery because it
is quick, cheap and accurate; directly disseminated to the user or from users themselves.
In Malaysia, since television was introduced, it encourages users to switch the direction
from the radio. At the time of the current technological advances, the Internet dominates
over the other media channels.
This study supports previous literature that various media should be utilized to ensure the
success of the media campaign. Television proves to be one of the highest media channel
134

to the recipient with large-scale performance; especially from industrialized countries.
This is a great medium to convey the importance of visual messages. The weakness of
this is type of media is the inability for the receiver to get a television signal. This
weakness could be improved by utilizing another media, i.e. the radio; even though it can
only deliver messages in audio form. Newspapers or magazines, on the other hand,
provide a more detailed message and to a wider audience. Message can be more
permanent and read repeatedly. And Internet is regarded as one of the bigger-scale
channel. Messages can be conveyed not only the local area, but it can be read by people
all over the world. Media can be written by anyone; business manager, secretary and
secretary. Writing in the form of a website, blog, upload documents, newspapers, and live
video allows information stored in this limitless space. However, the disadvantage of this
type of media is that sometimes the information provided is doubtful in relation to facts
and authenticity because almost anyone can write on any issue.
In conclusion, media campaigns can be used to provide information useful to the targeted
recipient. However, scientific studies in the selection of media are essential for better
planning and effectiveness of certain campaign. Investment in terms of money, time and
good ideas will ensure that the media campaign will be successful.
This study has important implications to policy makers and people who work in addiction
in understanding the issues of prevention strategies. More information can be gathered
with a more comprehensive analysis of the data utilizing inferential statistics.
The results highlight the feasibility of using a variety of media to educate and increase
awareness about the dangers of drug abuse. Future research needs to focus on in-depth
exploration of media campaign experts on anti-drug campaigns using qualitative method,
perceptions of drug users towards anti-drug campaigns and communication strategies in
the use of media for anti-drug campaigns, the effect of mass communication campaign on
anti-drugs in Malaysia as well as the most appropriate techniques, and strategies to be
employed in developing media campaigns to increase the awareness of the dangers of
drugs in Malaysia.
References
Anonymous, 2003. Two campaigns to focus on marijuana. The News, volume 14(1), 4-5.
Hornik, R.C & Yanovitzky, 2003. Using theory to design evaluations of communication
campaigns: the case of the national youth anti-drug media campaign. Communication
Theory, 13, 204-223.
National Institute on Drug Abuse, 2003. Annual Drug Reports.
Valente, T.W., 2001. Evaluating communication campaigns. Thousands Oak, CA: Sage.
135

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