Still Making a Difference
The Impact of the Health Promotion Directorate's Social Marketing Campaigns: (1992-1993)

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Table of Contents

I Introduction

II Impact Indicators And Highlights

III Canada's Drug Strategy

IV National Strategy To Reduce Tobacco Use

V Vitality/Vitalité

VI Lessons Learned

VII Strategic Directions

Appendix A - Psychographic Youth Groups: Zeroing In On The Market

Appendix B - Partnerships

List of Figures and Tables

3-1 Advertising Recall: Really Me/ All You Need Is You - Youth

3-2 Advertising Recall:"Drogues, pas besoin!/On t'aime mieux au naturel" - Youth

3-3"Most People My Age Drink"

3-4"Doing Drugs Is Cool"

3-5 Frequency of Drinking Alcohol

3-6 Cocaine/Coke Trial

3-7 Marijuana/Hashish Trial

3-8 Alcohol and Driving Experience

3-9 Trends in Alcohol Use Among English and French Youth

3-10 Percentage of Youth Who Drink Alcohol At Least Once a Month

3-11 Trends in Marijuana Use Among English and French Youth

3-12 Trends in Marijuana Use Among Primary and Secondary Target Groups

3-13 Trends in Driving After Having at Least One Drink in the Past Two Months

3-14 Anticipated Future Drinking Behaviour - English

3-15 Anticipated Future Drug Use - English

3-16 Reactions to Ad - English

3-17 Attitudes Toward Alcohol and Drugs - English

3-18 Talking to Others About Alcohol - English

3-19 Talking to Others About Drugs - English

3-20 Anticipated Future Drinking Behaviour - French

3-21 Anticipated Future Drug Use - French

3-22 Reactions to Ad - French

3-23 Attitudes Toward Drugs and Alcohol - French

3-24 Talking to Others About Alcohol - French

3-25 Talking to Others About Drugs - French

4-1 Smoking Continuum - Canadian Youth 11 to 17 Years

4-2 Smoking Continuum by Age and Psychographic Segments, 11-13

4-3 Smoking Continuum by Age and Psychographic Segments, 14-17

4-4 Occasions for Smoking Among 11 to 17-year-olds - 1993

4-5 Persuasion of Health Canada Ads - Anglophone Youth

4-6 Reaction to Health Canada Ads

4-7 Behaviour after Viewing Ads - Anglophone Youth

4-8 Persuasion of Health Canada Ads - Francophone Youth

4-9 Influence of Health Canada Ads - Francophone Youth

4-10 Behaviour after Viewing Ads - Francophone Youth

4-11 Advertising Recall -"Break Free" - Youth

4-12 Advertising Recall - Fumer, C'est Fini! - Youth

4-13 Smoking Incidence - Daily, At Least On Occasion (11- 17)

4-14 Trends In Tobacco Use Among English and French Youth

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