WASHINGTON, DC: The White House Office of National Drug Control Policy last week kicked its anti-drug effort into high gear with the long-awaited launch of its PR program.
WASHINGTON, DC: The White House Office of National Drug Control
Policy last week kicked its anti-drug effort into high gear with the
long-awaited launch of its PR program.
The dollars 50 million campaign is the government’s largest-ever effort
to prevent drug use among children. The office’s marketing partners,
apart from Spider-Man rights-holder Marvel Comics, are America Online,
USA Today and The New York Times. Fleishman-Hillard, which won the
account last November, is leading the PR charge.
While the campaign’s efforts are aimed at reaching children who are
still in school, ONCDP director Barry McCaffrey acknowledged the
limitations of the program. ’It is not enough,’ he said, noting how much
time kids spend - often unattended - away from parents and teachers.
’There is no single solution,’ he added, pointing to organizations such
as the YMCA as other potential sources of support for the
As part of the PR efforts, six young ’cub reporters’ embarked upon a
10-day road trip to interview their peers on drug prevention efforts. A
documentary of their travels is being produced for broadcast.
A web site designed to encourage ’peer-to-peer’ dialogue has been
established at www.straightscoop.org, allowing kids to chat with
celebrities about drug issues. The ONDCP has also produced a ’Freevibe
Teachers’ Guide,’ created by educators and behavioral experts, which
provides teachers with activities and advice to help prevent students
from using drugs.