About The Campaign

“Above the Influence” (ATI) is a national campaign created and implemented by the National Youth Anti-Drug Media Campaign, a program of the Office of National Drug Control Policy. ATI informs and inspires teens to reject illicit drugs via TV, print, internet, local radio advertising – and, most importantly, in partnership with community organizations.

Key Points

  • ATI is a community of teens, for teens.
  • It’s about being an individual. Not a follower.
  • It’s standing up to negative influences.
  • It’s knowing the facts about drugs and alcohol, and making smart decisions.

Every teen’s life is filled with pressure, some of it good, some of it bad. The goal of ATI is to help teens stand up to the negative pressures, and influences. We want teens to live “Above the Influence.” The more aware they are, the better prepared teens will be when it comes to standing up against drugs and alcohol. ATI isn’t about telling teens how to live their lives, it’s about giving a fresh, relatable perspective, combined with contemporary facts.

Key Points

  • Teens know “Above The Influence.”
  • They understand it,
  • and they embrace it.
  • ATI is effective, and it works

Campaign Effectiveness

Findings from the Media Campaign’s year-round survey of teens indicate that; not only are 85 percent of teens aware of “Above the Influence” advertising, but 75 percent of teens (regardless of gender, race or ethnicity) say “Above the Influence” speaks to them. More importantly, survey data shows that youth who are aware of “Above the Influence” advertising, are consistently more likely to have stronger anti-drug beliefs than those unaware of the Campaign’s advertising. Research validates that teens holding strong anti-drug beliefs are less likely to use substances.

An independent scientific analysis published in the peer-reviewed journal Prevention Science in 2011, provides evidence for the effectiveness of the “Above the Influence” campaign, concluding that; “exposure to the ONDCP (ATI) campaign predicted reduced marijuana use” compared to those not exposed to the Campaign. Another independent study, published in the American Journal of Public Health in March 2011, supported these findings.

Above the Influence

Above the Influence Activities

Teens today face an ever-changing world of influence. The fast-paced social media environment, peers, drug culture, etc., can all be negative influences that point teens away from a healthier and happier future.

The ATI campaign and its activities provide a new way to engage youth in a dialogue about the influences in their lives – both positive and negative – and to empower them to make healthy decisions. Through these activities, teens learn how to rise above negative influences, and adopt the ATI brand philosophy, “Anything that makes me less than me is not for me…especially drugs and drinking.”

There are 5 major activities: “Be it”, “Bring it,” “Tag it”, “Express it” and the “Teen Art Expression Project.”  Youth leaders can choose which activities to be involved in and different activities can involve different kids.  Most activities can be completed in 1 to 2 hours.

“Be it”

“Be it” asks teens to create their own personal slogan – a short statement (6 words or less) that captures who they are and how they live their lives to stay above negative influences.

“Bring It”

“Bring it” asks teens to “role play” a variety of scenarios that portray real and challenging situations they might face in their daily lives.

“TAG It”

“Tag it” asks teens to take pictures of positive or negative influences in their local area, and tag it on social media sites.

“Express It”

“Express it” asks teens to create a poem, song, dance or video that expresses how they stay above the influence

Teen Expressions Art Project

The Teen Expressions Art Project asks teens to create their own visual expressions of the “Above the Influence” symbol, and share it with their community.  This can mean something as simple as drawing an ATI arrow on their shoes, creating a colorful rendition of the arrow, or something as large as a mural of positive and negative influences on a community wall.

To Get Involved Contact:

Rachel Pena

Visit Above the Influence online at: http://www.abovetheinfluence.com/