Media Campaigns to Curb Drug Misuse Must Be Targeted and Measurable, Experts Advise

A new report from the U.S. Government Accountability Office (GAO) outlines expert recommendations for improving media campaigns aimed at preventing drug misuse, highlighting a clear need for evidence-based planning and evaluation. As drug-related deaths have exceeded 100,000 annually from 2021 to 2023, the findings underscore how federal and community resources can be more effectively used to reduce this persistent public health crisis.

The GAO convened a panel of 12 experts in February 2025 to discuss how to better design and assess public media efforts. The experts emphasized that successful campaigns should begin with a deep understanding of their target audience—including the root causes of drug misuse. Instead of focusing solely on individual drugs, they recommended addressing broader behavioral and social drivers of substance use. The forum also stressed the importance of selecting credible messengers, such as community leaders, and distributing messages through appropriate channels, including print and social media.

Before launching, campaigns should rigorously test their messages using tools like focus groups or surveys to ensure the content resonates with the intended audience. To evaluate impact, campaigns must define clear, measurable goals from the outset. Experts recommended hiring independent evaluators with strong research backgrounds and determining whether evaluations will occur during or after the campaign.

This analysis is part of a broader congressional requirement under the SUPPORT for Patients and Communities Act, which directed GAO to assess various activities of the Office of National Drug Control Policy (ONDCP). That office is responsible for the National Anti-Drug Media Campaign, which aims to shift public attitudes and behaviors around drug use. Federal agencies, including the Departments of Health and Human Services and Justice, reviewed the GAO’s findings and did not raise objections.

For residents and communities, this report could influence how taxpayer dollars are allocated toward public awareness campaigns and drug prevention strategies. Future campaigns may now be subject to more stringent evaluation standards, ensuring that government-funded efforts are both efficient and effective in reducing drug misuse.

Article by multiple contributors, based upon information from U.S. Government Accountability Office press release.

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