TEENS AREN'T FINDING DRUG USE SO COOL, SURVEY FINDS

Teenage approval of marijuana and other illegal drugs has started
declining, with fewer adolescents saying they consider drug use to be
"cool," according to a national study being released today

Forty percent of teenagers surveyed agreed strongly that "kids who are
really cool don't use drugs," compared with 35 percent who said so last year.

And the number agreeing strongly that "in my school, marijuana users are
popular" dropped to 10 percent, from 17 percent last year. Among younger
respondents, those 13 to 15 years old, only 8 percent said marijuana users
were popular, compared with 13 percent in 1998.

The shift is potentially significant because such changes in attitude have
become predictors of drug use. A government survey in August reported that
drug use was leveling off among teenagers. The new survey said
experimentation with marijuana declined to 41 percent of those surveyed,
compared with 42 percent in 1998 and 44 percent in 1997.

Experimentation with inhalants, methamphetamine, cocaine and LSD also
dropped. Trial use of the drug ecstasy did not.

The survey was commissioned by the Partnership for a Drug-Free America, a
coalition of communications professionals who have created about 600
advertisements and commercials for a campaign that the government began in
July 1998 to discourage adolescents from using drugs.

The partnership stopped short of attributing the change in attitudes to its
role in the campaign, suggesting that the decline in drug acceptance had
broader importance.

"Across the board, in numerous statistical measures, teenagers are
disassociating drugs from critically important badges of teen identity,"
James Burke, the partnership's chairman, said in a statement.

"From a consumer-marketing standpoint, when this type of peer norm begins
to develop, it's extremely encouraging," Burke said. "But it's too early to
declare a major turnaround on drug-related attitudes and drug use."

The study found teenagers more aware of drugs and their risks. Forty-five
percent of the adolescents said they had seen or heard an advertisement
against drugs at least once a day, compared to 32 percent in 1998, when the
$195 million effort was beginning.

The Partnership Attitude Tracking Study, as the annual survey is called,
was developed by Audits and Surveys Worldwide, a marketing research company
in New York. It asked 6,529 adolescents in the seventh-through the
12th-grades to fill out a questionnaire on how they felt about drugs. The
margin of error was plus or minus 1.8 percentage points.

More than half of the teen-agers interviewed said they had been offered
drugs. Only 11 percent said it was difficult to reject a friend's
invitation to try marijuana, compared with 14 percent in the previous four
years. And 41 percent of the teenagers said they had tried to talk a friend
out of using drugs, compared with 38 percent in 1998.

In what the partnership called an encouraging development, 30 percent of
the teens said they had learned a lot about the risk of drugs from their
parents, compared with 27 percent last year. use.