ABSTRACT
Drug use rates among adolescents have declined in recent years but remain at high levels. This trend offers an excellent opportunity for reinforcing prevention efforts that focus on the context and conditions of use. Such an endeavor requires significant rethinking of the prevention process itself. This paper presents a series of principles which foster an integrated approach to prevention, and places the role of mass communications in that framework. Television programming, advertising, and mass media campaigns can all be used in an effort to change the message environment in which individuals behave.
