I'm quite sure that the first time the media convinces people not to use drugs it will be because some pot grower in Colorado or Washington says something stupid and prompts a Chick-Fil-A style backlash. To date there has never been a successful anti-drug media campaign.
Some attempts such as 'Reefer Madness', which accidentally became a parody of anti-marijuana hysteria and the Pee Wee Herman crack PSA have become cult classics. Others such as 'Just Say No', 'This is Your Brain On Drugs' and the 'If you do drugs the terrorists win' campaigns have inspired years of parody, but none have had any impact on drug use.
Perhaps no campaign has failed as 1971's 'Curious Alice'. From Audrey Amidon at the National Archives blog:
"In Curious Alice (1971), a film intended for eight to ten year olds, our young Alice falls asleep while reading a book. She encounters cigarettes, liquor, and medicines, and realizes that they are all types of drugs. When she sees the “Drink Me” bottle, she understands that it contains something like a drug, yet after a half-second’s consideration, she drinks the entire bottle and enters a fantasy world. In Drug Wonderland, Alice learns about the hard stuff from her new friends the Mad Hatter (LSD), the March Hare (amphetamines), the Dormouse (barbiturates), and the King of Hearts (heroin). The events of Curious Alice play out as an expression of Alice’s drug trip. Unfortunately, the trip is kind of fun and effectively cancels out the film’s anti-drug message."
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