FOR IMMEDIATE RELEASE:
October 16, 2006
| CONTACT:
Jennifer de Vallance, ONDCP, (202) 395–6618
Elaine Yin (202) 857–2202
Flora Zhao (415) 905–0360
|
New Print Ad Campaign Empowers Asian American Parents to Protect Teens from Marijuana Use
(Washington, DC)—The White House Office of National Drug Control Policy's (ONDCP) National Youth Anti-Drug Media Campaign today launches a new advertising campaign to help Asian American parents protect their teens from marijuana and other drug use. Themed "Different World," the print ad campaign reveals the world of Asian American teens that their immigrant parents may be unfamiliar with, and the risks their teens face today. The ads aim to empower Asian American parents to prevent teen drug use by providing them with easy steps they can take to monitor their teen.
Beginning today, and over the course of the next two months, the ads will appear in four languages (Chinese, Korean, Vietnamese, and English) in a total of 65 top Asian American publications, such as China Press, Sing Tao Daily, World Journal, Korea Times, Korea Daily, Viet Bao, Saigon Times, Philippine News, Fil-Am Courier, and Asian Journal.
"All parents want to believe their child is immune to drugs and other risky behaviors. But it's especially difficult for immigrant parents, including Asian American parents, who may not be as familiar with today's teen culture," said John P. Walters, Director of National Drug Control Policy. "Some parents are at a loss when it comes to educating their kids about the dangers of marijuana. We want parents to be aware that drug use by teens is an unfortunate reality, and they need to play a crucial role in keeping their kids drug-free."
Research shows that marijuana is the primary drug used by 57 percent of all Asian American and Pacific Islander youth ages 12 to 17 admitted for drug treatment. However, parents can make a difference in reversing this disturbing trend. In fact, youth who are regularly monitored by their parents are four times less likely to use illicit drugs, and teens whose parents lay out clear and firm rules about marijuana use are much less likely to experiment with drugs. Over the past four years teen drug use has dropped 19 percent, in part due to parents giving their teens a clear, consistent anti-drug message.
Created by Los Angeles-based IW Group as a pro bono agency of the Partnership for a Drug-Free America, the "Different World" campaign is composed of four print ads titled "Game," "Photo," "Read," and "Room." In addition to basic drug information, such as the signs and symptoms of marijuana use, the advertisements urge parents to adopt monitoring skills that are proven effective in preventing teen drug use. These include:
- Establishing a clear "no-drugs" rule;
- Having teens engage in constructive and adult-supervised activities outside of school;
- Finding out who your child's friends are and getting to know them;
- Getting in touch with adults in your teen's life, such as teachers and coaches;
- Staying informed of your teen's progress in school, employment, and other activities; and
- Being aware of the signs of symptoms of drug use.
The advertisements are available to youth- and family-serving organizations in the Asian American community for customization and distribution for their own drug prevention efforts. By sending a request to nyac@theantidrug.com, interested organizations can download customizable PDF versions of the ads from www.TheAntiDrug.com.
More information and advice for parents on keeping kids drug-free, as well as the effects of marijuana use and its signs and symptoms, can be found on the Media Campaign's Web sites for Asian American parents at Chinese.TheAntiDrug.com, Korean.TheAntiDrug.com, Vietnamese.TheAntiDrug.com, and Filipino.TheAntiDrug.com.
Since its inception in 1998, the ONDCP's National Youth Anti-Drug Media Campaign has conducted outreach to millions of parents and teens and hundreds of communities to prevent and reduce teen drug use. 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. Anti-drug information is available in English, Spanish, Korean, Cambodian, Chinese, Vietnamese, and Taglish.
For more information on the ONDCP National Youth Anti-Drug Media Campaign, visit www.MediaCampaign.org
