FOR IMMEDIATE RELEASE::
Tuesday, March 16, 2004
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CONTACT:
Jennifer de Vallance/Tom Riley
202-395-6618
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"EARLY INTERVENTION" ANTI-DRUG ADS
PROVE HIGHLY EFFECTIVE
Message of Acting Early to Stop Teen Drug Use Resonates
with Parents, Youth
(Washington, DC)—A recent consumer poll conducted by USA Today revealed that ads released by the White House Office of National Drug Control Policy (ONDCP) and the Partnership for a Drug-Free America are among the most effective anti-drug television advertisements the agency has ever run. The ads, part of ONDCP's "Early Intervention" initiative, seek to harness the power of parents and peers to prevent and stop teen drug use.
John Walters, Director of ONDCP and President Bush's "Drug Czar," said, "These ads emphasize the responsibility we all share to prevent and stop youth drug use. The ads 'Lake,' 'Slam,' and 'Rewind' strike a chord with those who have seen them, reminding parents and peers that they are accountable for helping the teens in their lives make healthy decisions about drug use. By focusing on those closest to young drug users, we are enlisting important allies in the effort to reduce youth drug use."
According to Ad Track, USA Today's weekly consumer poll, 39% of young adults aged 18-24 and adults aged 40-49 said they liked the ONDCP ads "a lot," ranking the Early Intervention ads significantly higher than the average Ad Track rating of 21%. Advertising and marketing experts speculate that the popularity and effectiveness of the Early Intervention ads is a result of the credible portrayal of the dilemmas teens and parents face in their everyday lives.
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 2 million young people have a diagnosable dependence on illegal drugs or alcohol.
The Early Intervention ads debuted on Super Bowl Sunday and are part of an integrated media campaign that, in addition to broadcast and print advertising, includes outreach to target audiences through the news media, entertainment industry, employers and non-profit partners. It also features resources and information on www.freevibe.com (for teens) and www.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.
To view the Early Intervention ads, visit www.mediacampaign.org. To read about the results of USA Today's Ad Track analysis of the Early Intervention ads, visit http://www.usatoday.com/usatonline/20040315/6004452s.htm.
