"The new media campaign is a very mature evolution of our drug policy, from which we all stand to benefit.  For the first time, we have, in part, our national anti-drug campaign run the way research shows that it should be run - much like a commercial advertising effort.  And, the investment of $195 million represents just one percent of the federal anti-drug budget."  (Lt. Governor Brad Owen's response to July 13, 1998 Seattle Times Editorial)

"Body by Meth" Crammer Krasselt Partnership for a Drug-Free America

On July 9, 1998 the Office of National Drug Control Policy (ONDCP), in conjunction with Partnership for a Drug-Free America (PDFA), launched its National Youth Anti-Drug Media Campaign.

The Partnership has an 11-year history of creating effective, thought-provoking ads but starting this fall they will be paying to place these ads in prime time spots.

Since 1986 the Partnership has received donations of time and space for media exposure amounting to almost $3 billion. They have been honored with many prestigious awards in the advertising and marketing fields, including the only Grand Effie ever awarded for a public-service campaign.

However, the effectiveness of these PSAs has dwindled in recent years due to the splintering of the media, the creation of new television networks, and the competition created by hundreds of new cable channels.

Recognizing that drug use is a nationwide, everyday problem, ONDCP has now combined forces with the Partnership and this year Congress appropriated $195 million for the campaign. With each media buy, companies are asked in turn to donate in-kind public service time or space. This additional contribution by media will bring the combined value of this campaign to almost $400 million per year.

The ideal that this funding hopes to accomplish: the right ad to run in the right media, reaching the right target audience at the right time and then sustain this formula over time.

For more information about the campaign, see:

Cutting Drug Use Among Kids: The Media is the Message by Thomas A. Hedrick, Jr., vice-chairman of the Partnership.

Visit the National Youth Anti-Drug Media Campaign Web site.

Visit the Partnership’s web site.