TO STOP OR FLOP: STUDENTS' PERCEPTION OF

ANTI-DRUG MEDIA CAMPAIGN IN ACNSTHS

Martija, Mark James S.

Sasil, Emelio Vincent M.

Daños, Christine Joy V.

Lumontad, Aisley Pheona A.

Manzan, Aira Nicole R.

Pulvinar, Aliah Ysabelle F.

Antipolo City National Science and Technology High School, Antipolo City, Rizal

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ABSTRACT

Everything has a certain purpose; it is right and appropriate for those to use it to fulfill

their intent. Order No. 30 of the DepEd, Preventive Drug Education Program Policy for

Curriculum and Instruction, which was introduced in 2018, offers strategies such as

developing anti-drug media campaigns for integration into the elementary, secondary, and

tertiary curricula of all public and private schools, whether general, technical, vocational, or

agro-industrial, as well as in non-formal, informal, and indigenous learning systems. This was

done in order to better raise student awareness of the Comprehensive Dangerous Drugs Act

of 2001. Additionally, it was based on earlier publications, such as DepEd Memorandum No.

200, s. 2016 (Strengthening the National Drug Education Program in Schools); DO No. 37, s.

2017 (Department of Education Drug-Free Workplace Policy); and DO No. 40, s. 2017

(Guidelines for the Conduct of Random Drug Testing for Public and Private Secondary

Schools). However, a number of students believe that creating such advertisements was not
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necessary, particularly when a science high school has the excellent reputation of being the

benchmark and well-known institution for excellence and wit. Through an analysis of the

data gathered about the importance of having various media campaigns placed in corners and

crevices throughout the campus grounds, this research paper seeks to uncover underlying

themes. This study also aimed to establish the boomerang effect's relevance to the subject at

hand. The ends—both the cost and the impact on the intended audience—rather than the

means are what are being emphasized on. This will be used as an additional source of

knowledge and support for the present.

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1. INTRODUCTION

Considering students have been taking online classes for such a long time, everything

has changed from what they are used to. Accordingly, things that were once less of a focus in

schools, particularly in classrooms, were now a matter of concern, especially if they are

overwhelmingly prevalent but are illogical. Everyone who is proactive has been triggered,

transitioning into a new way of doing things, and eventually abandoning the interim

customary, which has called for a look and observation on what will happen and take place.

The pandemic, indeed, had such an impact on the students' general health.

Given that people see things in a variety of ways, the standard availability of anti-drug

media campaigns was pervasive online and in schools, which is the foremost interest, mainly

if the learners are aware of the matter and if they are regarded as science high school students

for a reason. The entire idea just began with a bewildering appearance and aggravation

towards these materials, because, fortunately, students are apprised that drugs are illegal and

terrible for their health. It was widely acknowledged that there are potential cases, but on a

scale of one to ten, neutrally, these campaign advertisements are merely a display in the

walls.

On top of that, numerous media campaigns have been launched with advertising to

discourage the use of illegal drugs, usually directed at young people. Notwithstanding their

notoriety, it's unknown what effect these advertisements have. According to two randomized

assessments, the advertisements had some of the desired impacts, decreasing in one case

intentions to use illegal drugs and strengthening in the other case intentions to phone a drug

misuse hotline. Five more people concluded that the advertisements either had no discernible

effects or had the opposite effect of what was intended.

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Understanding the campaign's inability to succeed may require paying close attention

to various media content. The effectiveness of behavioral change interventions depends in

large part on the textual information, according to recent behavioral science theory and

research (Fishbein, Hall-Jamieson, Zimmer, von Haeften, & Nabi, 2002). Previous

investigation has uncovered specific content and format elements in anti-drug media

campaigns that seem to be conducive to favorable or unfavorable outcomes. Ads against

marijuana that sought to dispel the notion that it is a gateway drug to more dangerous

substances were ineffective, leading to an increase in complementary attitudes and intentions

toward marijuana usage (Yzer, Cappella, Fishbein, Hornik, & Ahern, 2003). Ads that

intentionally appeal to viewers' fears run the danger of decreasing their effectiveness by

causing viewers to have psychological reactions (Shoenbachler & Whittle, 1996). In reality of

course, it has been made the argument that by frightening the audience by displaying the

prohibited behaviors, the media campaigns may serve to normalize the unhealthy behavior

and encourage crowd competition and representation as the audience "becomes curious,

learns it is fun, or regards it as challenging" (Atkin, 2001, p.31).

All of the impacts generated by the never-ending changes in how education was

carried out, such as the presence of non-existent topics that weren't even a thing before, have

been demonstrated to take effect in the Antipolo City National Science and Technology High

School. The researchers theorize to uncover the underlying impact of these anti-drug

campaign materials displayed on the back walls of every classroom. The researchers seek to

understand how it influences students' probability and unlikelihood of attempting this illegal

measure. Finally, the researchers want to ascertain if this contributes to an increase or

decrease in cases in schools or outside the campus, particularly at Antipolo City National

Science and Technology High School.

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1.1 Significance of the Study

The researchers did not only sought a comprehensive analysis from the results of this

study, but it also aimed to contribute to the nationwide campaign on drug use and abuse.

Furthermore, this study targeted to contribute to, firstly, the Department of Education

(DepEd) by being beneficial to this institution since they could use this study as one of

primary grounds to further improve the initiation of media campaign materials in schools. It

would help them to seek for new, efficient, and effective ways to not engage the Filipino

students into drug use and abuse. Secondly, to ACNSTHS Community. This study was

beneficial to the entire ACNSTHS community since this is where the study was conducted.

This study would be a bridge to assess student’s feeling and perception with regards to the

anti-drug campaign materials posted in the school. And finally, to future researchers as this

will be a big help for the future researchers since they can use this as one of their primary

sources for their study. They can use the results of this study for their review of related

studies to support their research paper.

1.2 Scope and Delimitations

The general aim of the study was to determine whether the anti-drug campaign

tarpaulins stationed in every classroom of Antipolo City National Science and Technology

High School are sensible for individuals who are directly and indirectly exposed to them.

Hence, the researchers also aim to identify if these campaign materials are serving its purpose

on campus and not merely taking up space on the walls.

There was no defined timeframe within which the data was to be collected. Thus, the

mode of data gathering was conducted according to the researchers' and participants’

availability, considering that class hours should not be disrupted. The investigation had
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pushed through with the participation of Antipolo City National Science and Technology

High School students from Grades 7 to 10 only. Data was gathered from face-to-face

interviews conducted on the school premises and online interviews conducted virtually

through Google Meet. The content of all research instruments was validated first by Ms.

Beverly Abuan to check the appropriateness and relevance of the questions. Furthermore,

consent forms were handed out to the selected initial participants before the interviews took

place.

1.3 Statement of the Problem and Objectives

The aim of this study was to determine how the implemented anti-drug media

campaign advertisements in schools influence exposed students about their view on drug

usage and their action regarding drugs. In addition, this study aimed to answer how the

implementation of the advertisements influence the students' sentiments about drug use, how

the exposure to anti-drug advertisements inspire the students not to use or take drugs, and

does the campaign encourage students to follow or do the opposite of the media campaign's

goals.

Additionally, the study also defined the pragmatism of the implemented media

campaign advertisements with the goal of preventing students from sparking different bad

habits such as smoking, drinking, and doing drugs. It aimed to impart the general opinion of

the ACNSTHS students in the said campaign advertisements, given that these are mandatory

to post in every classroom, students’ coping mechanisms with the exposure of these media

campaigns, and the effects of implementation of the advertisements to thinking of the

students regarding drugs, smoking, and drinking.

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1.4 Literature Review

Drug seeking and usage that is obsessive, or difficult to control, despite negative

effects, characterizes addiction as a chronic condition. Also, it is seen as a "relapsing"

circumstance, because the brain changes that occur after the initial decision to use drugs can

be long-lasting. The goal of the anti-drug campaign, against this specific illegal action, is to

strengthen the ability of people's groups to combat the abuse of drugs and their proliferation

in urban disadvantaged neighborhoods. It also seeks to pinpoint and offer alternatives for

groups of people who are at risk for drug misuse.

More advertisement exposure was associated with subsequent initiation of drug use.

Prolonged exposure to the campaign could induce socially desirable responses which can be

misinterpreted as a positive effect, as per Magura (2012), this is how the boomerang effect

took place. When individuals perceive that their freedom to make choices is threatened, a

reactance occurs, and this is when they attempt to restore their freedom back. This shows that

anti-drug campaign ads like these were most positively inclined to resolute non-users may

take as encouraging. Greater ad exposure was associated with lower intentions to avoid use

and weaker adherence to anti-drug norms. Similarly, Hornik et al. (2008) found a little

preventive effect of these ads. As a result, others were associated with likelihood to try or use

drugs.

Several studies entailed a positive note with regards to the anti-drug media campaign.

The utilization of different anti-drug campaign mediums made a significant impact to the

students’ overall understanding on why these campaigns are being conducted to educational

institutions. It is connected to how consistent these school-based anti-drug campaigning have

been, since it is more feasible to observe students’ “social influence and competence” toward
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anti-drug prevention programs. Other than social and mental capability effects that students

inhibited in traditional media campaigning, the usage of internet media campaigning was also

seen as having an effective impact to promote anti-drug awareness and prevention (Durkin et

al. 2013). Additionally, people may experience behavioral changes and personal conceptions

regarding drug use without being directly exposed to media campaign materials because of

the medium's wide reach. Wakefield, Loken, & Hornik (2014) believed that these materials

can give rise to public discourse regarding public health that may initiate changes in policies

that restrict individuals from certain actions, thereby causing change.

Relatively, Ti et al. (2017) found that anti-drug campaigns are futile, having no

positive impact when the representation of drug use is "unrealistic and decontextualized." In

addition to this, campaign materials that show no "form of communication" do not maximize

the use of media (Oundo, 2012). The main objective of anti-drug campaigns as preventive

measures against drug usage and addiction is to educate and engage people, especially the

youth, with factual and beneficial information about drugs. Hence, there is a failure to

address the broader concept when the social, economic, and structural factors are not

acknowledged or specified in the campaign materials. Some components are referred to as

"simplistic and emotionally harmful to some," which may result in misconception and

resistance.

Furthermore, media campaigns also need to consider their audience. A campaign

cannot achieve its purpose and aim if it is given to viewers who are not the intended ones to

see it. As much as there could be faults because of the researchers, external factors affect the

effectiveness of a campaign. A case study conducted by Kim, Haq, Soomro, Sultana,

Faizunnisa, & Agha (2015) showed that the media campaign used was ineffective due to the
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problems in social, cultural, and political factors. Relevance has also been one of the

components that should be considered in producing or establishing a campaign. If this

relevance is not apparent in the media campaign, its absence could be a "major weakness"

(Porter, 2002). Furthermore, confusion among the participants in the presented information

could also affect the success of the campaign (Latha, Meena, Pravitha, Dasgupta, &

Chaturvedi, 2020). Summing everything up, these factors have a big part in the possibility of

success of the campaign and can be considered as hindrances to making the campaign

effective. For the campaign to be successful, planning and evaluating the content of the

campaign is a crucial part of the process (Wakefield, Loken, & Hornik, 2014).

2. METHODOLOGY

2.1 Research Design

This qualitative study used phenomenology to investigate how anti-drug media

campaign tarpaulins influence students on a daily basis. The researchers intend to identify

and differentiate the perception of students who are exposed to it physically and indirectly

through dissemination of information or action. To be able to gather participants, the

researchers used convenience sampling. Students were chosen based on their availability

given the data collection period. There were no exact specifications of who would participate

in the interview. Thus, this study collected personal opinions and prejudices of students about

the media campaign materials located in every classroom. Moreover, the existence of these

tarpaulins was explicitly tested as the researchers understood and analyzed whether their

functions and purposes are accordingly met.

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2.2 Settings of the Study

This study took place at Antipolo City National Science and Technology High School,

located in Sitio Cabading, Brgy. San Jose, Antipolo City. This study was supervised by Ms.

Beverly Abuan; a Practical Research teacher. The researchers chose the school simply

because this school was the institution where they are currently studying. Furthermore, this

setting is perfect because the safety and accessibility of both the researchers and the

respondents were guaranteed.

2.3 Materials and Procedures

This research study utilized Structured Interview as its instrument in gathering data so

that it would be easier to sort all the responses gathered from the respondents. The interviews

from the respondents were done individually by the researchers in gathering sufficient data

needed to formulate coherent analysis and results for this study. Meanwhile, the medium

used for gathering data was through the use of voice recording applications for clear sound

quality and ease in transcribing the responses of the participants of the study. After the data

was gathered, it was transcribed by the researchers and codes were created from the

respondents' responses. The codes created were categorized into broader classifications and it

was comprehensively analyzed by the researchers using thematic analysis. This was used to

make the analysis because the participants' inputs were applicable to be classified into general

themes. Furthermore, thematic analysis is the best data analysis method to be used because it

would contribute to the overall output of this study, which was a comprehensive discussion

and analysis of the results. Lastly, the researchers have strictly exercised the ethical

guidelines of conducting qualitative research to avoid any bias that may affect the

interpretations and conclusions of this study.

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3. RESULTS AND DISCUSSION

Overall Impact

Most students encounter the media campaign tarpaulins located in every classroom or

in every building inside the campus on a regular basis. However, there were students who

rarely or almost never read the said advertisements because of several reasons. A student

pointed out that these tarpaulins lack appeal to the public. Moreover, the display of other

posters and announcements serves as a distraction, making them overlook these anti-drug

campaign materials. This led the researchers to question the factors behind the varying

frequencies at which the students encounter these tarpaulins in a day. Although there are

more students who encounter it in a day, there is not much difference between those who do

not.

Respondent 7. Minsan lang po. Tuwing bibisita lang po ako sa isang room.

Respondent 8. Kasi po pababa-baba po kami sa classroom namin and nakikita po

namin sa stairs ung mga campaign posters.

It can be deduced that students only have glimpses of these posters and have not fully

read the whole content of the campaign materials. They would only pass the rooms and stairs,

making them view these anti-drug posters unintentionally. Hence, students who do not roam

on campus are less likely to know the existence of these posters. Furthermore, these same

students have this pre-existing assumption based on the said campaign materials. The general

perception is as follows:

Respondent 1. It's good and it benefits us students since not only that informs us but it

also helps us or guides us.

Respondent 2. I think very informational naman po sila.

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These statements were ideas already instilled in their minds prior to their encounters

with the anti-drug campaign tarpaulins. These media campaign tarpaulins are informative in

nature and helpful in terms of giving necessary information about drugs. It is believed that the

perception of anti-drug is evidently existing and common among the students, even without

seeing the advertisements on campus. According to the respondents, it contained the basics of

drug usage and its consequences for human health. Although there were also students who

expressed their prejudices regarding the content and layout of the visual aid itself, resulting in

a negative appeal to its viewers, most students agreed that these materials are indeed

informative but not persuasive or preventive enough because of their appearance in general.

Respondent 4. Ano po... Unpleasing nga po siya. Yung mga guidelines po na nandon,

hindi po talaga siya totally maiiwasan.

Respondent 6. For me, medyo nakakatrigger siya and parang ang uncomfortable siya

since mga sci high student nga ang makakakita and parang napaka-unexpected naman

para sa mga katulad natin.

Respondent 9. Depende po sa media campaign. May mga media campaign na parang

hindi attractive, hindi nababasa, hindi pinapansin ng mga tao so I think nakadepende

siya sa media campaign kung naaappeal or naaattract yung mga tao na para basahin or

intindihin yung campaign.

It can be inferred and analyzed from the respondents’ statements that the appearance

of the tarpaulins is a huge factor in its persuasiveness because it should have been able to

grab the attention of people for them to purposely scan the information and guidelines it

contains.
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Despite the existing prejudices on the layout of the posters, most of the respondents

still deemed that these are still necessary due to different grounds. The participants mentioned

that these campaign materials serve as a reminder for the students to prevent drug usage even

with all the pressure and problems a science high school student may face. Additionally, these

posters also raise the awareness of the students about the existing issue with the said bad

habits given that some other schools have cases of students trying and getting involved with

drugs, smoking, and drinking.

Respondent 6. For me, it's highly required because it stands us and advice for science

high school students since maraming case ng teenagers that are using drugs.

Respondent 8. I think it is very necessary po kasi prone sa stress ung mga students.

And kapag na-se-stress, I think may problems ung mga tao. Un po ung main reason

kung bakit nag-da-drugs ang karamihan. And if nagiging aware sila na marami pang

nakakaranas ng ganon, may I repeat the question po? Kasi ung school po, sila ung

nakaka-infuence sa magiging standing ng student. Kung itinuro sa school na ganito,

ganoon din ang gagawin nila kasi nga pumapasok sila para matuto.

Nevertheless, the students still mentioned that the campaign materials are dull and

uninteresting considering that the posters are too independent and non-interactive to its

audience. How the information was delivered was also found to be “uncomfortable” for some

considering that the students should have a “high level of thinking”, implying that it is not

much needed in the school given that it is Science High School. Additionally, the respondents

also perceived that the posters should contain the information on the effects of these

addictions to a person. With all these statements, it can be concluded that the posters are in

need of change for it to boost its effectiveness.

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Rooms for Improvement

Anti-drug media campaign materials in schools are considered necessary and

normative due to the existing protocol in place, but in line with the overall impact stated

above, the majority of respondents expressed a critical perception about the lack of necessity

given the numerous instance metrics that must be taken into account, especially for students

who are not just ordinary high school students but science high school students. Having said

that, there are established prospects for potential improvement in the areas where the

interview questions are based, including the guidelines to follow, elements lacking in

prevention and persuasion, the fact that these advertisements are more informative than

persuasive, vice versa, or neither, and the contents that should be improved upon.

Dark Side of the Coping

R1: Students can’t cope due to the content of the material

R3: Students can’t cope

R6: Can’t cope and can’t relate because they are not drug users

Bright Side of the Coping

R2: Can resist

R7: Doing their best to comply to guidelines

R8: Proper guidance environment is a factor

Four of the students are unable to deal with the guidelines provided by these

advertisements; one resists them, another finds the content inappropriate, one observes that

protection is being exercised in some way, and the remaining three observe effective and

applied guideline contents with proper guidance.

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Elements that lack in terms of Prevention and Persuasion

R1: Design and Usage of Elements

R2: Possible effects of drugs

R3: Outdated style, not appealing

R4: Lacks in Creativity, style, and presentation of the information

R6: Trust

R7: Facts attractiveness and appealing factors

One of them believes that design elements lack, two of them saw lacking of

persuasiveness, another six believed that these advertisements lack information and

attractiveness, they also lack trust, accessibility, particularly, online, noticeability, proper

dimensions and location of materials according to the seven following respondents, and one

of them saw nothing in terms of lacking.

With responses to question 5 from respondents 1, 3, and 6 on how students adapt to

the guidelines to be followed. Retorts to the elements that are lacking in terms of prevention

and persuasion, question 6. Answers to question 8, which asks whether it was more

informative, more persuasive, equally informative and persuasive, or neither. They also

provided suggestions for how to improve, question 9, and answered its sub-question in order

to better serve the campaign's intended audience, which is essentially them.

Persuasiveness vs. Informativeness, both or neither

R1: More Informative

R2: Not persuasive enough nor informative viewers ignore

R9: Effective (in both terms)

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The majority of respondents considered that these anti-drug media campaign

advertisements were more informative than neutral or negative; the other two thought that it

was neither here nor there.

Whatabouts regarding the Alterations and what to Alter

R1: Great idea-changing its design, changing the way of how the information were

presented

R3: Improve the artistic elements of the tarpaulins, make it catchy and persuasive

R5: Further research about the topic

R8: More facts about effects of drugs “Gen Z style”, “swak pa rin po siya siya taste

ng mga tao”, “Para mahihikayat ang ibang tao na basahin”

R9: More interactive = more attention

R11: Update the effects

One person disagrees and wants things to continue as they are, despite the fact that

the majority of respondents are flexible and accepting of change.

Moreover, both positive and negative perspectives are offered, but at some questions

there is this majority side of answers which is typically in the dark, but it was successfully

conflated throughout the process, based on some interviewees. Other respondents also

expressed their own perception of an effectiveness mechanism that will progressively

resonate to the students.

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4. CONCLUSIONS

With the help of the anti-drug media campaign, prevention and minimization of drug

usage among youth are the main objectives or goals of each implication in every area.

Especially in schools, students—expected to be knowledgeable enough, are exposed to these

media campaigns and are expected to follow the guidelines. With the various extents of

exposure ranging from rare to frequent encounters, the effect of these advertisements on

students and their response to the guidelines depends on it. After conducting, analyzing, and

interpreting the participants’ responses, it can be concluded that most of the students in

ACNSTHS perceive anti-drug campaign materials as informative but not preventive and

persuasive. The results of this study only imply that the impact of the media campaign

material varies among the students in ACNSTHS, whether they would think it is beneficial,

or alarming and uncomfortable due to the circumstance that they are well-educated science

high school students.

Based on the findings, information dissemination and serving as a reminder have been

the major impacts on the students regarding the exposure to the media campaign to them. The

implementation of the anti-drug media campaign is also deemed as somewhat effective, as

some of the respondents argue that the media campaign is still necessary to be administered

in schools for the information and awareness that it provides, outweighing the opposite view

of other respondents, which is unconvincing and unnecessary. Results also indicate that the

exposure to the media campaign appeals to the respondents in a positive light: being seen as

persuasive, helpful, and enlightening advertisements. Supporting this, more than half of the

respondents view the media campaign as necessary to the school, with it serving its purpose

of educating and promoting the prevention of drug usage among the students. However, some

factors affected how these campaign media was presented, such as having outdated and
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terrible design, unnoticeable locations where the tarpaulins are posted, and being inaccessible

through online means. With this data, the anti-drug media campaign is recommended to be

updated and presented in more frequent locations, in schools, or even posted on social media,

where most people interact nowadays.

Lastly, it can be concluded that the anti-drug media campaign in ACNSTHS neither

encourages nor enables the students to do the opposite goals of it. There are students who

couldn’t keep up with the current anti-drug guidelines due to the fact that they are not drug

users and the sensitivity of the tarpaulin’s contents when it comes to social and psychological

issues are not well-exercised. On the other hand, respondents have also stated that in the case

of no reported occurrence of drug use on campus and convincing enough to prevent and stop

the students from trying drugs, the anti-drug media campaign was successful in persuading

the students to follow the given guidelines and not initiate drug usage.

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6. APPENDICES

6.1 Research Questions (Interview)

1. How often do you encounter the anti-drug media campaign in a day?

2. What is your general opinion about the said media campaigns?

3. How do you think these media campaigns appeal to those who are exposed to

it?

4. How do you think these media campaigns are necessary in schools?

5. How do students cope up to the guidelines given by the media campaigns?

6. What do you think are the elements that these media campaigns lack in terms

of persuading or preventing students from drug usage?

7. Rate the effectiveness of the media campaigns with 10 being the highest and 0

being the lowest. Why do you say so?

8. How much more persuasive are these media campaigns than being informative

to the students?

9. How do you feel about changing the contents of these anti-drug campaign

materials?
 22

6.2 Consent Form

 23

6.3 Interview Transcriptions

1. How often do you encounter the anti-drug media campaign tarpaulins in a day?

Respondent 1: Sa school? … Actually, little to never since I’ve never seen any posters

and anti-drug campaigns in our school.

Respondent 2: Siguro po mga twice ganon. Madalang lang po mapansin kasi kasama

po siya ng iba pa pong posters kaya mas nadidivert po yung attention ko don.

Respondent 3: Hindi po masyado naeencounter araw-araw.

Respondent 4. I only encounter it during may mga events po…Like katulad po nung

nagkaroon ng year-end event sa Ansci…

Respondent 5. I frequently see or encounter anti-drug media campaign in a whole day.

Respondent 6. I often see some tarpaulins with an anti-drug media campaign content

in it.

Respondent 7. Minsan lang po. Tuwing bibisita lang po ako sa isang room.

Respondent 8. If I would sum it up like 10 times a day po. Kasi po pababa-baba po

kami sa classroom namin and nakikita po namin sa stairs ung mga campaign posters.

Ah so you mean to say glimpse nung posters, pero ang tanong namin is

ilang beses mo tinignan ng buo ung posters na binasa every information?

Mga three times po, meron po ron ung use humor para mag-say no sa

drugs and pray to avoid temptations. And may nakita rin po ako sa

mismong poster na something about being broken radio when saying

no.

Respondent 9. Daily.

Respondent 10. Tuwing pumapasok po sa classroom.

 24

2. What is your general opinion on the anti-drug media campaign tarpaulins?

Respondent 1. Well for me it’s good and it benefit us students since not only that

inform us but it also help us or guide us since lalo na juniors kami tapos seniors yung

mag-guide sa’min or magtuturo about drugs so parang nagiging role model namin sila

to not use drugs

Respondent 2. I think very informational naman po sila.

Respondent 3. Informative po siya pero hindi po siya masyadong persuasive. Mahirap

pong sundin po yung ways tas guidelines nito.

Respondent 4. Unpleasing po siya...Yung design po...Yung mga prevention po na

nakalagay don is mahirap po talaga siyang sundin.

Respondent 5. For me, considering the features or appearance of the poster, it is not

that persuasive.

Respondent 6. For me, it's not really that effective because as an Anscian student, we

know our limits and Hindi mo maiisip na tulad namin is gagawa ng something like

that.

Respondent 7. I agree po, kasi habang bata pa lang kailangan talagang makontra. Kasi

paano kung tumanda, lalo na kung may problem, baka mag-drugs po.

Respondent 8. I think helpful po siya kasi tuwing paakyat po ako, naghahanap po ako

ng kung ano mang gagawin ng mata ko. So, before ako umaakyat parang nababasa ko

siya. And ako rin parang namo-motivate na, oo nga no, may mga tao palang mabilis

na ma-tempt sa ganong mga drug things ganiyan. So yung campaign na yun parang

helpful siya in a way na bawat umaga na napapaalalahanan ako na may mga iba pang

dapat gawin o hobbies na pwede mong pagtuunan ng pansin kaysa mag-drugs.

 25

Respondent 9. Dito sa school, hindi ganun ka-need kasi lahat ng students dito parang

knowledgeable enough naman.

Respondent 10. Nakatutulong po ito para mabigyan ng impormasyon ang mga

kabataan.

3. How do you think these media campaign tarpaulins appeal to those who are

directly exposed to it?

Respondent 1. I think marerealize nila na wow mali pala yung pagdodroga tapos ayon

parang marerealize nila na mali tapos parang titigil na nila kasi alam na nila yung side

effects.

Respondent 2.I think po na naeeducate naman po sila ng mga posters tsaka

natutulungan po sila para malaman kung ano po yung mga consequences tsaka pros

and cons ng paggamit ng drugs.

Respondent 3. I don’t think po na may effect po siya sa mga students gawa nga po na

mahirap sundin yung guidelines.

Respondent 4. Ano po... Unpleasing nga po siya. Yung mga guidelines po na nandon,

Hindi po talaga siya totally maiiwasan. Like...informative po siya pero di po siya

preventive..

Respondent 5. I think that it is not appropriate because as a science high school

student, my high level of thinking...It think it requires to use of common sense to

realize that it is inappropriate.

Respondent 6. For me, medyo nakakatrigger siya and parang Ang uncomfortable siya

since mga sci high student nga Ang makakakita and parang napakaunexpected naman

para sa mga katulad natin.

 26

Respondent 7. Naiiwasan ng mga students ung drugs. Although may mga issue sa

mga mental health, hindi nila naiisip mag-drugs

Respondent 8. Personally po, for me, I think maganda ung laging nakikita siya kasi

nga [ako nga] napapaalalahanan ako na maraming mas makabuluhan na gawin kaysa

sa pag-da-drugs po.

Respondent 9. Depende po sa media campaign. May mga media campaign na parang

hindi attractive, hindi nababasa, hindi pinapansin ng mga tao so I think nakadepende

siya sa media campaign kung naaappeal or naaattract yung mga tao na para basahin or

intindihin yung campaign.

Respondent 10. Nakabibigay po ito sa kanila ng impormasyon tungkol sa mga dapat

gawin para maiwasan at mga kailangang gawin.

4. Why do you think these media campaign materials are necessary in schools?

Respondent 1. I think it is necessary since syempre yung mga parents hindi

nababantayan yung mga anak nila sa school so sa school pwede magkaroon ng

exchange of drugs and etc, so with this parang hindi natin napapabayaan yung sarili

natin, hindi rin natin napapabayaan yung mga students natin so in short, not only to

inform us but to help us prevent drugs.

Respondent 2. Dito po sa Ansci syempre high school po, marami pong students na

nag-go-go through ng problema so mas exposed po sila sa mga drugs kasi ayon po

dahil po sa mga problems at standard ganon. Kaya po important siya kasi

makatutulong po para mapigilan yung temptation para magtake ng different kinds of

drugs.

Do you personally know someone who was tempted to use illegal drugs on

campus?
 27

Wala naman po.

Respondent 3. It gives awareness po sa mga students pero ayon nga po hindi rin siya

nasusunod.

Respondent 4. For me, medyo nakakatrigger siya and parang Ang uncomfortable siya

since mga sci high student nga Ang makakakita and parang napakaunexpected naman

para sa mga katulad natin.

Respondent 5. It is highly required...kase...based sa ibang schools, there are cases

found na mayroong students na gumagamit ng drugs.

Respondent 6. For me, it's highly required because it stands us and advice for science

high school students since maraming case ng teenagers that is using drugs.

Respondent 7. Para po paalalahanan ung mga students na bawal mag-drugs and

manigarilyo, and everything na bawal is bawal talaga po.

Respondent 8. I think it is very necessary po kasi prone sa stress ung mga students.

And kapag na-se-stress, I think may problems ung mga tao. Un po ung main reason

kung bakit nag-da-drugs ang karamihan. And if nagiging aware sila na marami pang

nakakaranas ng ganon, may I repeat the question po? Kasi ung school po, sila ung

nakaka-infuence sa magiging standing ng student. Kung itinuro sa school na ganito,

ganoon din ang gagawin nila kasi nga pumapasok sila para matuto.

Respondent 9. Dito sa school, parang hindi siya necessary pero I think sa ibang

community or sa ibang public places I think necessary naman po siya.

Respondent 10. Para sa akin po sobrang importante nito dahil malalaman ng mga

estudyante ang mga dapat gawin at iwasan.

5. How do students cope up to the guidelines given by the media campaigns?

 28

Respondent 1. Well dito naman sa Ansci, positive naman ako na hindi… na walang

nagdodroga since very educated naman sila so tulad namin, ginagawa namin is

nagcacampaign kami or nagrorole play kami about drugs and kung ano yung dapat

gawin para maprotektahan yung sarili from drugs.

Respondent 2. I think that the contents of the campaign materials are effective.

Respondent 3. I don’t think po talaga na naco-cope po nila.

Respondent 4. Ano po, Hindi po talaga siya Yung totally masusunod ng...Yung

katulad nga po ng nakalagay dun kase... mahirap po iwasan Yung katulad po ng peer

pressure na nandun...mahirap po talaga siyang iwasan so...Yun po mahirap po siya

sundin.

Respondent 5. We will not and cannot cope up because we are not drug users.

Respondent 6. As an Anscian student, I can't relate because I'm not using drugs.

Respondent 7. Kaya nilang i-resist na hindi gamitin ung drugs para lang ma-solve

ung mga problema nila kahit hindi naman talaga ma-so-solve ung problems.

Respondent 8. I think po na may classmate po ako na tuwing may usapang ganoon

kami dahil naging topic din po sa amin ung drugs, na-apply niya po ung “use humor”

kasi po kunyari ganiyan sinasabi na drug addict taps sinasabi niya parang dinadaan

niya lang sa joke, pero makikita mo na hinding-hindi niya gagawin kasi aware siya na

mali un. Tsaka ung pagsasabi ng no ay natutunan.

Respondent 9. About drugs, I think proper guidance din po sa parents nila, it takes

time po kasi para mag-cope up parang I think another reason or another factor is yung

environment.

Respondent 10. Ginagawa po nila yung best nila para makasunod sa guidelines na

ibinibigay.
 29

6. What do you think are the elements that these media campaigns materials lack

in terms of persuading or preventing students from drug usage?

Respondent 1. Well for me since more on active ako sa social media mas maganda

siguro kung magpost din sila ng posters sa social media, kunyare pumbats ng SSG

and such.

Respondent 2. Wala naman po pero para sakin po hindi po siya kaagad nakakakuha ng

atensyon kapag nadadaanan. Hindi po siya napapansin.

Respondent 3. Number 1 po yung style nung tarpaulin, hindi po siya clean hindi po

siya masyadong catchy, creative at unappealing po siya, tsaka po hard to follow at

only sa school lang yung pagsspread ng awareness.

Respondent 4. As an Anscian student, I can't relate because I'm not using drugs.

Respondent 5. One of element(s) that this media campaign lacks is trust. Kasi parang

ano...di kayo pinagkakatiwalaan kase sa tingin Nila drug users Yung (mga) science

high school students..

Respondent 6. I can say that it is not literally convincing and as a student that is not

using drugs, the content might not be comfortable to other students and some of these

tarpaulins are not really informative.

Respondent 7. Ung mga posible po na epekto ng drugs po na masama.

Respondent 8. Maganda po na nilagay siya sa stairs kasi nga nadadaan-daanan. Tsaka

po parang maliit po and parang hindi siya mabasa. Dahil maliit nga lang po ung poster

parang nababalewala kasi dadaaanan nga lang talaga.

Respondent 9. Siguro po minsan yung facts ng nandun sa nandun po sa media

[campaign] tapos yung appealing or attractiveness.

Respondent 10. Sa tingin ko, sapat na po.

 30

7. Rate the effectiveness of the media campaigns. Why do you say so?

Respondent 1. I would rate it 7 since nakikita ko naman siya kaso parang hindi siya

ramdam lalo na kapag active yung students sa social media.

Respondent 2. Mga 6 po siguro, kasi po personally di ko po napapansin.

Respondent 3. About 6/10 po since may mga kulang po siya na elements like yung

tarpaulin po yung pag-spread, kung gaano po siya ka-persuasive.

Respondent 4. 6/10 po. Kasi nga po Yun siya. Informative pero di siya

persuasive...And Yung design po Hindi po po siya Ganon kaganda.

Respondent 5. I could say that the effectiveness of the media campaign is 6/10

because the point is not briefly explained and the design is not pleasing in the eyes.

Respondent 6. I can say that it is 5/10 because for me, it's not that informative and

halatang Hindi naresearch before gawin Ang content.

Respondent 7. 6/10. Kasi even na may mga signs na po ung iba mga drug user pa rin

and hindi pa rin po sila tumitigil.

Respondent 8. Mga five po. Kasi po parang hindi naibigay lahat ng information. For

example, ung main reason kung bakit hindi naman talaga dapat mag-da-drugs ang

mga tao and ung effects niya po. Parang sinabi lang kung paano siya dapat iwasan. Eh

hindi naman po agad iiwasan un ng tao ng hindi nalalaman ung reason.

Respondent 9. Sa ibang places, 7 lang. Kasi yung mga nakikita kong mga media

campaign po parang nababalewala lang or nasisira din agad-agad or di napapansin or

di napapahalagahan ng isang tao. Dito naman po sa Ansci, feel ko ang effectiveness

niya naman po [ay] 10 since wala naman pong nababalitaan na gumagamit nito and

kahit po parang hindi necessary parang effective naman po siya sa students na wag

gumamit ng drugs.0

Respondent 10. 10 po. It affects students on our school to not do bad things.;
 31

8. How much more persuasive are these media campaign materials than being

informative to students?

Respondent 1. I think effective naman siya… effective naman siya so yung

effectiveness mga 9/10.

Respondent 2. They are more informative.

Respondent 3. Mas informative po siya pero in terms of pagpersuade po, kulang.

Respondent 4. It's much more informative po than persuasive..

Respondent 5. For me, it is more being informative since the text in the guidelines are

not convincing enough, and considering that I am not a drug user.

Respondent 6. For me, it's (more) informative since in the first place, I'm really that

convinced and I'm not a drug user and I won't (be).

Respondent 7. Minsan parang hindi na po nila pinapansin. Parang in-ignore na lang po

nila ganon.

Respondent 8. 7/10 kasi po ung placing naman

Respondent 9. I think po kasi mas lamang yung informative kaysa sa persuasive kasi

mas marami po yung parang details na nilalagay kaysa yung parang panghikayat

factor.

Respondent 10. Mas nakakatulong kasi araw-araw natin yung nakikita. Araw-araw

tayong napapa-alahanan.

9. How do you feel about changing the contents of these anti-drug media campaign

materials? What will you change?

Respondent 1. Kung siguro babaguhin ko, siguro more on interactive siya tapos more

on sasaya yung students, more on magkakaron sila ng attention sa anti-drug

campaign.
 32

Respondent 2. Siguro po yung ano, lagyan po ng factors kung bakit gumagamit ng

drugs para po mas maiwasan.

Respondent 3. Kulang po yung style ng tarpaulin, hindi po masyadong ano yung color

niya need po yung something catchy and appealing and yung mga ways nga po pwede

po sana is mapadali pong masunod.

Respondent 4. It will be a great idea to change it po and.. one thing I would change is

Yung design nga po. Yung mga guidelines po na nandon like mas maging...Yung

mailagay po dun is mas madaling sundin po and mas persuasive po.

Respondent 5. If I will be given the chance to change the content, I will change the

fonts, colors, and design to emphasize more the main point of the poster

Respondent 6. If I will have the chance to remake some of the contents like this, I will

research more about this content before posting and publishing it in order to them to

be more convinced.

Respondent 7. Mas happy po, pero kung papalitan po nila mas effective po sana ung

ano… Tulad po nung sinabi ko kanina, ung mga mga masasamang effects po tapos

kung ano mangyayari sa’yo kapag nakuha mo ung effects na iyon

Respondent 8. Yes, definitely po [we should change it]. Parang i-update ng gma

effects din para aware din ung makakabasa.

Respondent 9. Kung ako po gagawa, siguro po yung mga effect—I mean I’ll add po

like mga effect ng drugs to other people and siguro po yung parang in a Gen Z style or

in our style, parang swak pa rin po siya siya taste ng mga tao, parang kapag nakita ng

mga tao, mahihikayat po sila na mabasa or intindihin po yung media campaign na

yun.

Respondent 10. Wala naman po akong babaguhin.

 33

1. How often do you encounter the anti-drug media campaign in a day?

Table 1
Responses, Tally, and Analysis Interpretation of Descriptive Responses to Times
of Daily Anti-drug Campaign Advertisements encountered in a Day
Responses Tally

Always 1

Frequently 4

Often 1

Rarely 4

The majority of the comments

oscillate between frequent and rare
encounters, whereas two of the
responses discussed an encounter
Analysis Interpretation
that occurs either often or always.
This shows that more students are
regularly exposed to the anti-drug
media campaign on the campus.

2. What is your general opinion about the said media campaigns?

Table 2
Responses, Tally, and Analysis Interpretation of the
General Opinion regarding Anti-drug Media Campaigns
Responses Tally

Unpleasing 1

Necessary 1

Informative 3

Unconvincing 2

Guidelines are hard to follow 2

Ineffective 1

Beneficial 3

Unnecessary 1
 34

Seven people thought the

anti-drug media campaign
advertising to be necessary,
informative, and beneficial,
compared to seven who thought the
Analysis Interpretation
latter. These seven deemed the
advertisements to be unappealing,
unconvincing, challenging to
understand, ineffective, and
superfluous.

3. How do you think these media campaigns appeal to those who are exposed to it?

Table 3
Responses, Tally, and Analysis Interpretation of
Descriptive Responses to Exposure Appeal of these Anti-Drug Media Campaign
Responses Tally

Unconvincing 1

Persuasive 1

Ineffective 1

Inappropriate 2

Informational 5

Beneficial 1

Unappealing 1

Eight of the respondents thought it

was appealing in a good way, as
opposed to five who saw it as
having a negative appeal. The
positive aspects of it are that they
Analysis Interpretation
are persuasive, helpful, and
enlightening, whereas the bad
aspects are that they are
unconvincing, ineffectual,
inappropriate, and unattractive.

4. How do you think these media campaigns are necessary in schools?

Table 4
 35

Responses, Tally, and Analysis Interpretation of

Reasons for the Need for Anti-Drug Media Ads in Schools
Responses Tally

For information 2

Serves as a reminder 1

For awareness 1

Necessary 5

For Prevention 2

Unnecessary 1

Not for prevention 2

Eleven of the respondents agreed

Analysis Interpretation
that these are necessary for their
purposes, such as information,
serving as a reminder, awareness,
and prevention; though, three of the
respondents disagreed, believing
that they do not embody their aim.

5. How do students cope up to the guidelines given by the media campaigns?

Table 5
Responses, Tally, and Analysis Interpretation of
how the Students responded to the Campaign Ads' Guidelines
Responses Tally

Student’s can’t deal with the 4

guideline

Student’s can resist the guidelines 1

Guidelines are inappropriate 1

Protection is exercised 1

Contents are effective 1

Guidelines are applied 2

With proper guidance 1

Four of the students are unable to

Analysis Interpretation
deal with the guidelines provided by
 36

these advertisements; one resists

them, another finds the content
inappropriate, one observes that
protection is being exercised in
some way, and the remaining three
observe effective and applied
guideline contents with proper
guidance.

6. What do you think are the elements that these media campaigns lack in terms of
persuading or preventing students from drug usage?

Table 6
Responses, Tally, and Analysis Interpretation of the Elements these Media
Campaign Lacks in Terms of Persuasion and Prevention
Responses Tally

Design elements 1

Persuasiveness 2

Information 3

Attractiveness 3

Trust to students’ capabilities 1

Online Accessibility 1

Unnoticeable 3

Materials sizes 1

Locations of the Materials 1

None 1

One of them believes that design

elements lack, two of them saw
lacking of persuasiveness, another
six believed that these
advertisements lack information and
Analysis Interpretation
attractiveness, they also lack trust,
accessibility, particularly, online,
noticeability, proper dimensions and
location of materials according to
the seven following respondents,
 37

and one of them saw nothing in

terms of lacking.

7. Rate the effectiveness of the media campaigns with 10 being the highest and 0 being
the lowest.

Table 7
Responses, Tally, and Analysis Interpretation of the
Rate of Effectiveness for the Media Campaigns
Responses Tally

Effective (8-10 out of 10) 2

Somewhat effective (5-7 out of 10) 8

With a range of the rating given

above, five to seven out of ten is
how eight students describe the
effectiveness of anti-drug media
Analysis Interpretation
campaigns, whereas two of these
responses go to eight to the
maximum out of ten with their
assessment.

Why do you say it’s somewhat effective?

Table 8
Responses, Tally, and Analysis Interpretation of the
Rating Justifications for Somewhat Effective
Responses Tally

Informative 1

Unconvincing 1

Repulsive 3

Ineffective 1

Lacks information 2

Shows no effort with the contents 1

Lacks conciseness 1

Unnoticeable 2
 38

The following factors contributed

Analysis Interpretation
to its effectiveness for these
individuals: it was informative,
unconvincing, repulsive, ineffective,
lacking in information, concise, and
unnoticeable for some, with a
widespread sense that it gave more
negative appeal and effect than it
did for the campaign's intent.

Why do you say it’s effective?

Table 9
Responses, Tally, and Analysis Interpretation of the
Rating Justifications for Effective
Responses Tally

No reported cases of drug usage in

1
school.

Campaign material does influence

students to not pursue these “bad 1
habits.”

Given that there have been no

reported cases of drug use on
campus, it was successful in
Analysis Interpretation
convincing these two individuals to
stop practicing these unhealthy
habits altogether.

8. How much more persuasive are these media campaigns than being informative to the
students?

Table 10
Responses, Tally, and Analysis Interpretation of
Media Campaigns as Persuasive, Informative, or Neither
Responses Tally

The posters lean more on the

informative side rather than 8
persuasiveness.

Effective in both aspects 1

Not persuasive enough nor

1
informative
 39

The majority of respondents

considered that these anti-drug
media campaign advertising were
Analysis Interpretation
more informative than neutral or
negative; the other two thought that
it was neither here nor there.

9. How do you feel about changing the contents of these anti-drug campaign materials?

Table 11
Responses, Tally, and Analysis Interpretation of the
Necessity to Alter the Contents of the Anti-drug Campaign Materials
Responses Tally

Agree to change 9

Do not want to change 1

One person disagrees and wants

things to continue as they are,
Analysis Interpretation despite the fact that the majority of
respondents are flexible and
accepting of change.

If yes, what will you change?

Table 12
Responses, Tally, and Analysis Interpretation of the
Campaign Advertisement's Suggested Changes
Responses Tally

Add more factual information 5

Increase interactiveness 1

Improve the designs making it more

1
catchy.

Change how the informations was

2
presented

Based on the proportion of

participants, the following elements
should be changed for the materials
Analysis Interpretation
to be better: five suggested adding
more factual information, two
leaned toward improving the
 40

materials' attractiveness and design,

and the final two suggested
changing how the information is
presented.