research company was paid $42.7 million for the five-year study. After the February 2005 report was received, the office continued the ad campaign, spending $220 million on the anti-marijuana ads in fiscal years 2005 and 2006. President Bush's goal in this campaign was to reduce youth drug use by 10% over two years, and 25% over 5 years. The National Survey of Parent and Youth (NSPY) was instituted and funded by congress to monitor and assess the NYADMC's effects on youth. Even though the advertisements themselves were only as specific as to address use of marijuana, the NSPY measurements reported alcohol consumption, binge drinking, cigarette use, and use of marijuana/hashish. The assessment consisted of multiple rounds of strategic questioning between years 2000 and 2004 to determine youths exposure to the advertisements, and behavioral patterns in relation to marijuana use. 94% of youth (ages 12.5-18) reported exposure to at least 1 anti-drug message per month. Those sampled didn't change marijuana usage over the time period measured. Youths claiming to have used marijuana within the past year in 2000 accounted for 17.1% in 2000, and dropped as little as .4% to 16.7% in 2004. However, there was a .4% increase in those claiming to have used marijuana within the past 30 days, rising from 7.8% to 8.2% between 2000 and 2004. There are also evidence of pro-marijuana lagged association effects. The rate of acceleration in use was quicker at among 14- to 18-year-olds than at earlier stages of teenage years. Not only do data indicate the ineffectiveness of much anti-drug advertising, results also point to behavioral reactions in the opposite direction, or a boomerang effect, where greater exposure to the campaign, resulted in increased use of marijuana. Of those unexposed to ads on a given month, 81% did not intend to use marijuana, That percentage decreased for youth exposed to 1-3 ads per month, to 79% and dropped to 78% among those exposed to more than 4 advertisements per month. Also measured, were attitudes such as 'anti-marijuana attitudes/beliefs' and 'anti-marijuana social norms'. Both of these index's portray declining percentages with increased exposure to ads. Anti-marijuana publicity, may have stimulated the notion that “‘everyone’s doing it,’” therefore heightenening the appeal of using marijuana, as a popular practice. The ads had an unintended positive impact on perceptions towards marijuana use as they portrayed benefits within the context of using marijuana. This association was strengthened