FOR IMMEDIATE RELEASE:
Contact: Tom Riley / Jennifer de Vallance 202–395–6618
October 7, 2002
White House Drug Czar and
Partnership for a Drug-Free America Release
New Hard-Hitting Ads Highlighting the Dangers of Marijuana Use
Drug Czar John Walters says ads offer "tangible, real world examples of what can go wrong when teens use marijuana."
(Washington, D.C.)—The Office of National Drug Control Policy (ONDCP) and the Partnership for a Drug-Free America today released a new series of ads focusing on the dangers of marijuana use. The ads are a response to research showing that American youth want to be provided with the facts about marijuana. The bold new ads, which start today in heavy rotation across the country, speak in a vernacular that teens understand and will find hard to dismiss.
"We know that, unfortunately, today's teens are buying myths about marijuana because the facts about this dangerous drug are being drowned out by a chorus of falsehoods," said John Walters, Director of National Drug Control Policy. "Teens want to be armed with real knowledge about the potential consequences of using marijuana so they have a reason to turn it down. We know marijuana puts more teens into drug treatment each year than all other illegal drugs combined and now outpaces even alcohol admissions. These extensively tested ads offer teens tangible, real-world examples of what can go wrong when they use marijuana."
"Outstanding qualitative and quantitative test results tell us that this campaign, created by ad agency Leo Burnett, is going to resonate powerfully with teenagers," said Stephen J. Pasierb, President and CEO of the Partnership for a Drug-Free America. "The messages are jarring and credible, and will challenge kids to think about major mistakes they could make if high on marijuana. We applaud Director Walters and the ONDCP for focusing on marijuana, which is anything but harmless. Working together, we will change teen attitudes about marijuana and drive down use."
The contents of the ads are a direct result of research conducted with teens of various ages and ethnic backgrounds across America. This research indicated that there is much ambiguity surrounding marijuana and its effects, and teens openly admitted a lack of knowledge about the drug. In focus groups, teens identified two major reasons to avoid marijuana: it can lead to stupid, sometimes tragic mistakes (such as driving with someone who is high, or having unplanned, unprotected sex), and it can get you into trouble with the law. These disincentives were incorporated into the four ads titled, "Drive-Thru," "Den," "Couple," and "Concert." Starting today, the ads will be presented through a range of mediums-television, radio, youth magazines, online banners, and in theaters, arcades, and schools.
