All the cool kids are doing it!
Despite millions spent on drug prevention campaigns, teen drug abuse remains a persistent issue. Created in the 1970s, anti-drug public service announcements were designed to deter people, especially the youth, from engaging in harmful drug-related activities. Many early PSA’s are ingrained into the minds of Americans, decades after they first began to air. A famous example of this would be the “This is your brain on drugs” commercial that aired in 1987 by Partnership for a Drug-Free America. The commercial showed an egg frying on a hot pan. The commercial was simple, and easy to digest. (Pun intended) In theory, it was the perfect way to summarize the danger of drugs and show how destructive they could become in a concise way. It was certainly memorable. But now, those same methods are creating a disconnect between modern-day youth and drug prevention efforts, due to a lack of relatability and oversimplification of what is ultimately a very complex issue.
First, the inauthentic nature of the commercials. Many commercials revolving around teen drug abuse present scenarios in which teenagers are likely to try drugs in an exaggerated, negative light. Imagine a dark, dank alleyway, rats scurrying about. A man emerges from the shadows, his face is probably scarred. A woman screams in the background, police sirens can be heard. He steps through the dirty path toward an unsuspecting young person, bright-eyed and ready for The SAT. “Hey kid, try some of this”. He extends a singular nicotine vape. The teenager accepts, hesitating. “The next one’s gonna cost you” Flash forward two years, the young man is now homeless and sells empty cans to feed his addiction. He’s since moved on to harder drugs. (Marijuana). Every day is a struggle for him. “Not even onthce” he sadly utters to the camera, (his teeth have fallen out) before moving toward a rusty can in the distance.
While this is a fictional storyline, many drug PSA’s follow this common formula. It is true that drugs are extremely addictive and extremely destructive, but it is important to note that this scenario is unrealistic to many teenagers who become exposed to drugs. For many, the first exposure comes from what they would interpret as a safe environment. These “Dealers” are seen as one-dimensional figures representing pure evil. A teenager will then come to the conclusion that because their situation was different from those observed on television, they are therefore immune to the advice presented. They believe they are not the target audience. Secondly, the youth might become desensitized to the sights presented by the PSA, and instead laugh at the ridiculousness instead of internalizing the message and practicing self-censorship.
Ultimately, it would be more helpful to approach the topic with a more empathetic, realistic viewpoint. One that is centered around youth and their actual experiences, not fantasy fear-mongering horror stories. The purpose of PSA’s should shift more toward educating young people about the actual dangers of drugs from the viewpoint of people who look and behave like them. Most importantly, drug PSA’s should take into account more of the nuances that explain why a young person might turn to drugs. Nuances such as peer pressure, family problems, and emotional issues, Instead of invalidating experiences with the classic “Just say no” slogan. It would be more helpful to teach behaviors to help cope with these everyday struggles, so that people would be less inclined to turn to substance abuse. Anti drug associations strive toward reaching a noble goal, which is admirable in itself. But, only with innovation can true change be observed.
Sources:

This Is Your Brain On Drugs – 80s Partnership For A Drug Free America
NPR News. “Anti-Drug PSAs: Do They Work?” All Things Considered, npr, 28 4 2013, https://www.npr.org/2013/04/28/179658317/anti-drug-psas-do-they-work. Accessed 06 02 2025.
Scott O. Lilienfeld & Hal Arkowitz. “Why “Just Say No” Doesn’t Work.” Scientific American, 01 01 2014, https://www.scientificamerican.com/article/why-just-say-no-doesnt-work/. Accessed 06 02 2025.