EMBARGOED UNTIL:
January 29, 2004, 10:00 AM
|
Contact:
Jennifer de Vallance (ONDCP) (202) 395–6618
Steve Dnistrian (PDFA) (212) 973–3504
Julie Tacinelli (202) 828–8807 |
NEW INITIATIVE HARNESSES POWER OF PEERS,
PARENTS TO STOP TEEN DRUG USE
White House Drug Policy Office to Debut New Ads
on Super Bowl Sunday
(Washington)—The Office of National Drug Control Policy (ONDCP) today announced a new campaign that harnesses the power of peers and parents to stop youth drug use. The "Early Intervention" initiative features a new ad campaign that will debut Sunday during the Super Bowl and will also include new print, radio, and online content.
The initiative takes a new approach to reducing teen substance abuse by focusing on those closest to youth drug users.
"We all have the responsibility to stop teen drug use," said John P. Walters, Director of National Drug Control Policy. "Parents have a major role to play in helping to stop drug use by their children. But we should not underestimate the power of peers to stop substance abuse among their friends. Early action by both friends and parents can help young people avoid the serious consequences that put their futures at risk."
More than 100,000 young people enter drug treatment programs each year for dependence on marijuana and other illicit drugs. In addition, according to the latest National Survey on Drug Use and Health, more than two million youth have a diagnosable dependence on illegal drugs or alcohol.
"While recent news reveals that drug use by young people has declined 11 percent in the last two years, too many of our nation's youth continue to use drugs," Walters said. "This initiative builds on the progress we have made by encouraging early intervention and putting those who have already started using drugs on a road that will lead to a healthier future."
"This powerful, new advertising addresses a critical and hard-to-reach segment of the teen audience," said Roy Bostock, chairman of the Partnership for a Drug-Free America. "Debuting these messages on Super Bowl Sunday provides us with a unique opportunity to reach millions of parents and teens simultaneously. Qualitative testing on the spots tells us these campaigns will strike a chord and will spark significant communication between parents and teenagers about drugs."
The first of the five new 30-second ads will air during the game Sunday, and the second during the post-game show. The ads are part of an integrated media campaign that, in addition to broadcast and print advertising, will include outreach to target audiences through the news media, entertainment industry, employers and non-profit partners. It will also feature resources and information on Freevibe.com (for teens) and TheAntiDrug.com (for parents and other adults). The materials include brochures, posters and postcards, and are available free of charge online or through the National Clearinghouse for Alcohol and Drug Information at 1–800–788–2800.
The Early Intervention initiative also represents the next step in ONDCP's successful strategy of encouraging parental monitoring and involvement to prevent youth drug use.
"Often, parents don't know what to do when they find out their teen is using drugs. This campaign will help teach parents how to recognize the signs and address the issue early on. It is sometimes difficult to tell if your child is using drugs because many of the signs of early use—changes in mood or attitudes, unusual temper outbursts, changes in sleeping habits—are common among teenagers," said Carden Johnston, M.D., President, American Academy of Pediatrics.
"Parents might worry that they will push their child away by talking to them about drug use—but kids who make a choice to use drugs need guidance and support from their parents. Opening the lines of communication and talking with your child is an important step in helping them make healthy choices," said Linda Hodge, National PTA President.
The ad that appears on the Super Bowl and other new ads aimed at parents were created by Foote Cone & Belding, through the Partnership for a Drug Free America. Ads directed at teens were created by Ogilvy and Mather. The ads will appear on all major network and cable channels. They will also be available on www.MediaCampaign.org at the start of the game on Sunday.
An "Open Letter to Parents" will appear this week in nearly 300 newspapers nationwide. The letter urges parents to address any early signs of drug use with their child in order to avoid serious and potentially life-changing consequences. The letter is signed by the ONDCP and 11 national organizations that will also distribute educational materials to parents and young people.
The groups include the American Academy of Pediatrics, American Medical Association, National PTA, Partnership for a Drug Free America, National Families in Action, National Family Partnership, National Fatherhood Initiative, Child Welfare League of America, Parenting Coalition International, the National Medical Association, and the Community Anti-Drug Coalitions of America.
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 with effective anti-drug messages.
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For more information on the ONDCP National Youth Anti-Drug Media Campaign visit www.mediacampaign.org, www.freevibe.com, or www.TheAntiDrug.com.
