WASHINGTON: The Office of National Drug Control Policy has launched a campaign targeted toward parents after a new study found that parents play a key role in keeping teens away from drugs.
The outreach effort is part of the ONDCP's ongoing media campaign, which was rebranded in November with the tagline "Above the Influence" to reach today's media-savvy teens.
The ONDCP is continuing to work with its AOR Fleishman-Hillard.
Surveys from the group have found that 69% of teens believe the greatest risk of using drugs is upsetting their parents; 67.2% are afraid drug use will risk the respect of their friends and family.
The ONDCP is running an "Open Letter" print ad in 25 media markets that will be signed by partners such as the American Legacy Foundation and the National Campaign to Prevent Teen Pregnancy.
Parents will also be directed to ONDCP website www.theantidrug.com, where they can order newly created resources such as a handbook and interactive CD-ROM.