The White House Office of National Drug Control Policy (ONDCP) and the US Anti-Doping Agency (USADA) will run a series of PSAs urging young athletes to stay away from performance-enhancing drugs.
The PSAs, part of its National Youth Anti-Drug Media Campaign, will feature members of the US Olympic team and will inform kids of the perils of performance-enhancing drugs. With two ads that debut this week, 2004 Olympians Tara Cunningham and John Godina caution the short-cut approach of drug taking.
"For every dollar spent on ad time by the [ONDCP] campaign, the [stations] have to match with a dollar of free time," said Jennifer DeVallance, an ONDCP spokesperson, citing the 1998 Congress legislation for media-campaign matching.
Additionally, there has been outreach to entertainment writers, news media and Web content to educate parents and youth about the dangers of steroid use, according to Fleishman-Hillard account executive Jessica Stone, the outreach director for the anti- drug campaign.
The media campaign-sponsored websites, TheAntiDrug.com and youth-targeted Freevibe.com, also have new content that gives prevention advice and outlines symptoms of drug use, conversation examples, and testimonials.
The prevention ads, produced by USADA, represent the first time ONDCP has run anti-doping commercials as part of the youth anti-drug campaign.