FOR IMMEDIATE RELEASE
Contact: Jennifer de Vallance (202) 395-6618
Erika Batcheller (202) 828-8821
May 31, 2002
Drug Czar & Safeway Team Up to Help Parents Raise Drug-Free Kids
Part of New Effort to Enlist Corporate America in Youth Drug Prevention
(Washington)—The Office of National Drug Control Policy (ONDCP) has teamed up with Safeway, the country's third-largest grocery store chain, to deliver youth drug prevention information to millions of parents. In a broad partnership with ONDCP's National Youth Anti-Drug Media Campaign, Safeway has launched an anti-drug advertising and communications campaign for parents in its U.S. stores.
The partnership is part of a larger effort launched by the Media Campaign last fall to enlist corporate America in youth drug prevention.
In addition to raising awareness of the important role of parents in keeping kids drug-free, the Safeway campaign is designed to provide practical information and drug prevention tips for parents. National research shows that parents are the single biggest influence on their children when it comes to drugs. According to one study, two-thirds of youth ages 13-17 say losing their parents' respect and pride is one of the main reasons they don't smoke marijuana or use other drugs.
"Participation by corporate America is adding an important new dimension to our efforts to reach more parents more often and in more places with powerful advice on preventing youth drug use," said ONDCP Director John Walters. "By reaching out to their customers, employees and communities, Safeway is setting a great example that we hope many other businesses will follow."
As part of the campaign, which will extend through fall 2002, Safeway customers will see the Media Campaign's parenting messages in a number of unexpected places. Parenting advice is featured on Safeway milk cartons and paper bags and in weekly advertising circulars. Some Safeway stores are also broadcasting public service announcements on in-store radio networks.
"Corporate America has an important role in helping extend the message to parents that they are a critical factor in drug prevention," said Safeway Vice President of Public Affairs Brian Dowling. "Safeway is proud to be one of the first companies in America to adopt the National Youth Anti-Drug Media Campaign to help kids reject illicit drugs."
Safeway has also placed billboard-sized advertisements on two tractor-trailer trucks that travel on the east coast and in northern California. The trucks feature a mother, daughter and the drug prevention message: "Want to keep your child drug-free? ASK: Who? What? When? Where? Questions. The Anti-Drug." Safeway has also incorporated parenting tips and information into its employee communications, including its employee video network and internal newsletter, which reaches 193,000 employees nationwide.
Safeway Inc. is a Fortune 50 company, and one of the largest food and drug retailers in North America based on sales. The company operates 1,782 stores in the United States and Canada and had annual sales of $34.3 billion in 2001. The company employs nearly 200,000 people. In addition to the Safeway name, the company also operates stores under the Dominicks, Randalls, Tom Thumb, Vons, Carrs and Genuardis' banners.
In 1998, with the bipartisan support of Congress and the President, ONDCP created the National Youth Anti-Drug Media Campaign, an effort designed to educate and empower youth to reject illicit drugs. Counting on an unprecedented blend of public and private partnerships, non-profit community service organizations, volunteerism, and youth-to-youth communications, the Campaign is designed to reach Americans of diverse backgrounds wherever they live, learn, work, play and practice their faith.
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