WASHINGTON: With a $50 million commitment from Comcast, the Partnership for a Drug-Free America is set to kick off a new highly targeted PSA campaign that will use the immense reach of the nation's largest cable-television provider.
The three-year cross-channel advertising commitment promises massive exposure for a campaign that takes on ecstasy and methamphetamine, drugs that are popular in different geographical areas. Methamphetamine, for example, is found far less often in major cities than it is in rural areas.
"The real advantage of our initiative with Comcast is the sheer volume of media exposure we'll get for our campaigns, but also the enormous strategic value in working through local Comcast systems to target drug problems that are specific to regions," said Steve Dnistrian, EVP and director of public affairs at the Partnership. "To be able to reach so many television households through one partner is truly unique."
Comcast, which recently acquired AT&T Broadband, has 21 million customers and serves 70% of cable customers in the top 20 markets.
"This is a unique opportunity to leverage our national footprint in communications technology to bring these messages to young people and parents," said a Comcast spokesperson.
The spokesperson added that Comcast is also considering community-based programs such as speaking engagements to supplement the campaign.