Strategy	Frequency, number (%)	Description	Examples
Fear	33 (48.5)	Emphasizes risk of death/injury/punishment/illness  to self, visual of arrest, accident, ambulance,  hospital or a symbolic representation of loss,  injury or death.	(Poster) Picture of drug user in jail with text  “Doesn’t he look REAL cool?” (Radio) “That stuff is nasty for you. It could ruin  your whole life like bad grades or no college.”
Identity	33 (48.5)	Focuses on establishing a nonuse identity (i.e.,  communicating a personal, relational, or social  identity that prohibits substance use).	(Video) Smoking peer says, “You wanna smoke a this?”  Refusing peer says, “No. I’m not into that kind  of stuff.”
Rational	32 (47.1)	Advocates analytical thinking and decision making.	(Poster) “Avoid! Don’t go if you think it’s a bad  idea.” (Poster) “It’s your decision. Choose wisely.”
Modeling	17 (25.0)	Demonstrates people enacting nonuse behavior.	(Video) Refusing peer (RP): “What is that?” Drinking peer (DP): “Vodka, want some?” RP: “What?? No!” […]
Negative consequences	33 (48.5)	Depicts the act of using drugs as undesirable.	(Video) “EW! He’s smoking! Ugh! Gross!”
Peer pressure	28 (41.2)	Portrays interpersonal encounters in which an  individual resists an attempt by another to  influence his or her perspective or behavior.	(Video) In response to a refusal to smoke… Smoking peer, “Oh are you kidding? You’d look  cool like me!” Refusing peer, “No.” SP: “It’s like heaven in a stick.”
Goal achievement	22 (32.4)	Evokes positive emotions about the present or goals  for the future (e.g., avoiding drugs to do well in  sports or go to college).	(Poster) “___ Middle School: Not Afraid to be  Healthy, Happy and Drug FREE!!” Displays  pictures of groups of students having fun and  doing extracurricular activities.