Just Say No

"Just Say No" was an advertising campaign, part of the U.S. "War on Drugs", prevalent during the 1980s and early 1990s, to discourage children from engaging in illegal recreational drug use by offering various ways of saying no. The slogan was created and championed by First Lady Nancy Reagan during her husband's presidency.

The campaign emerged from a substance abuse prevention program supported by the National Institutes of Health, pioneered in the 1970s by University of Houston Social Psychology Professor Richard I. Evans. Evans promoted a social inoculation model, which included teaching student skills to resist peer pressure and other social influences. The campaign involved University projects done by students across the nation. Jordan Zimmerman, then a student at USF, and later an advertising entrepreneur, won the campaign. The anti-drug movement was among the resistance skills recommended in response to low peer pressure, and Nancy Reagan's larger campaign proved to be a useful dissemination of this social inoculation strategy.

Nancy Reagan first became involved during a campaign trip in 1980 to Daytop Village, New York. She recalls feeling impressed by a need to educate the youth about drugs and drug abuse. Upon her husband's election to the presidency, she returned to Daytop Village and outlined how she wished to help educate the youth. She stated in 1981 that her best role would be to bring awareness about the dangers of drug abuse:

"Understanding what drugs can do to your children, understanding peer pressure and understanding why they turn to drugs is... the first step in solving the problem."

The "Just Say No" slogan was the creation of Robert Cox and David Cantor, advertising executives at the New York office of Needham, Harper & Steers/USA in the early 1980s.

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