National dollars 50m drug campaign launched

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.

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

initiative.



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.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in