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The campaign cost an estimated 150 million dollars a year making all options possible. This phase and the entire campaign ended in the summer of 2003.
The proof that the ad campaign was a failure is supported by a research firm called Westat funded by the National Institute of Drug Abuse (NIDA). In their executive summary it is stated that there is no evidence to support a reduction in marijuana use in conjunction with the ad campaign. Parents were also a sub target group of the campaign to increase drug talks with youth but this was also a failure. In the NIDA report, exposure to the ads was favourable in this sense to delivering the anti-marijuana message...
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