The objective of this research was to explore the use of state-of-the-science brain imaging and analysis procedures in evaluating the effectiveness of Public Service Announcements (PSAs) used in the National Youth Anti-Drug Media Campaign. This objective was accomplished by pursuing three specific aims: 1) identifying and cataloging features of youth-focused PSAs featured in the National Youth Anti-Drug Media Campaign that reflected their sensation value; 2) identifying regions of the brain activated by exposure to high and low sensation value anti-drug PSAs as a function of individual differences in sensation seeking; and 3) examining the association between brain activity following exposure to anti-drug PSAs and short-term changes in drug-related attitudes and behavior.