Text: U.S. Launches Youth Anti-Drug Media Campaign

21 April 2001

Text: U.S. Launches Youth Anti-Drug Media Campaign

Teenagers to appear in national advertising campaign

Following is an April 12 press release from the White House Office of Drug Control Policy.

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Eight new advertisements featuring teens from across the country who have spoken out on what stands between them and drugs will debut on U.S. television and in other media beginning as part of the "My Anti-Drug" initiative of the National Youth Anti-Drug Media Campaign.

The "My Anti-Drug" effort kicked-off on September 1, 2000, with a national integrated marketing campaign designed to encourage real kids to tell their peers what for them is more important than drugs (their "Anti-Drugs"). Directed by the Office of National Drug Control Policy (ONDCP), the youth initiative is a component of a $185-million media campaign to encourage youth to reject drugs.

More than 75,000 children ages 9-17 have shared their Anti-Drugs since the campaign began last fall. The most common deterrents include family, sports, and music followed by friends, hobbies, feelings of self-worth, and their future. Submissions came in through media-campaign web sites, including its premier site for youth (www.freevibe.com), through the mail, and through the support of partnerships with 40 of the nation's largest multicultural and community organizations. Special events to create long-lasting community Anti-Drug murals were also held in seven cities involving thousands of kids.

"The positive reaction from America's youth supports statistics that say most kids are not involved in drugs. Today's youth are too busy with other positive activities and hobbies, schoolwork, sports, faith and family life," ONDCP Acting Director Edward H. Jurith said. The 1999 National Household Survey on Drug Abuse found that more than 70 percent of kids aged 12-17 have never used an illegal drug.

"Our media campaign has received impressive responses from thousands of youth across the country and engaged millions more in thinking about their own Anti-Drugs," Jurith said.

The eight ads run from April 9 through June 30 in media popular among teenagers, including specific multicultural magazines that appeal to kids of ethnic backgrounds. All of the ads were developed in conjunction with the Partnership for a Drug-Free America (PDFA) and created on a pro bono basis by New York ad agency Merkley Newman Harty.

Each ad was designed to appeal to the aspirations of kids today. The teens chosen for the ads were selected based on writings and illustrations they submitted to the media campaign from September through November 2000. Their "Anti-Drugs": drawing, future, basketball, writing, cross-country running, softball, skateboarding, and clay animation illustrate the diverse interests kids have today.

"I don't do drugs because they are bad and they can keep you away from your goals," Jakia Staley, 13 of Fort Washington, Maryland, said. "One day I plan to become a healthy basketball player and a successful accountant." Jakia is featured in a radio ad, "Basketball," with her mother Raquel Spencer, who she says is the person she most admires.

Many of the other kids also cite a relative or friend as a significant influence in their lives. Brandon Kimball, 15 of Franklin, Pennsylvania, featured in the television commercial "Drawing," said his interest in drawing came from his grandfather. Willy Albright, 12 of Essex, Vermont, featured in a print ad, credits his cousin, mother, and grandfather for their encouragement in nurturing his love of skateboarding.

Drugs have personally affected Maria Disla, 17 of New York, New York. She has known people who abuse drugs and has observed that many teens try drugs because of their siblings or older friends. This taught her to follow her own thoughts. She says her school sports coach has been a strong influencer in her Anti-Drug, baseball, another of the print ads.

Quoting from his radio ad, "Writing," John Hardy, 15 of Tyler, Texas, told the Campaign that: "I would give a friend a copy of my limericks if he were thinking about doing drugs. 'Have you ever heard about Donna who smoked marijuana?' When they stopped laughing they would realize that drugs are stupid."

In each of the two television ads, the real kids are portrayed as animated characters that experience real-life situations that affirm the importance of their "Anti-Drug." In the final frames the animation fades to the real teen who states his/her "Anti-Drug" to the camera.

"Drawing" Brandon Kimball, 15 of Franklin, Pennsylvania. Brandon's ad portrays a boy with a vivid imagination who draws himself in and out of various situations. During the ad, he is approached and offered drugs. The boy rejects them by drawing his way out of the scenario and riding off into the sunset on a motorcycle with his girlfriend.

"My Future" Heather Mitchell, 18 of Pembroke, Massachusetts. The animated ad begins with a girl looking at herself in a mirror and daydreaming about all the possibilities her life has to offer. It then transitions into the girl determining that drugs will never be part of her future and that her life has great potential.

The three radio ads were recorded on-location -- close to the homes of the teens -- in order to capture the genuine atmosphere that inspired their Anti-Drugs.

"Cross Country Running" James Schleicher, 16 of Austin, Texas. While circling his school's track, James talks about the natural high he experiences while running.

"Writing" John Hardy, 13 of Tyler, Texas. John performs some "Anti-Drug" limericks he wrote in a creative writing class.

"Basketball" Jakia Staley, 13 of Fort Washington, Maryland. Jakia and her mother, Raquel Spencer, talk about their close relationship, while Jakia dribbles and shoots hoops.

The print ads combine a photo of the actual youth with an illustration of them. The ads show that through their Anti-Drugs each is able to overcome drugs and aspire to his or her best potential.

"Skateboarding" Willy Albright, 12 of Essex, Vermont. Willy soars on a skateboard over a cityscape, in which the TV antennas appear as hypodermic needles.

"Softball" Maria Disla, 17 of New York, New York. Maria swings a bat at home plate and shatters a pill instead of a ball.

"Clay Animation" Ryan McCulloch, 17 of Vacaville, California. A mixed-media portrait of Ryan made up of things significant to his life. Ryan shows how his talent in molding clay gives him the ability to transform bad things into good, including changing drugs into his passion, clay animation.

"What's Your Anti-Drug?" is an integrated communications effort designed to engage, educate and empower all youth to reject illicit drugs. The Campaign includes community outreach through more than 40 of the nation's largest service organizations, including: YMCA of the USA, U.S. Hispanic Leadership Institute, United National Indian Tribal Youth, Youth Service America, National Urban League Partnership, Boys & Girls Clubs of America, and the Community Anti-Drug Coalitions of America.

In 1998, Congress created the National Youth Anti-Drug Media Campaign to educate and empower youth to reject illicit drugs. The Campaign relies on ads developed by PDFA and an integrated marketing effort with an unprecedented blend of public and private partnerships, non-profit community service organizations, volunteerism, and youth-to-youth communications, to reach Americans of diverse backgrounds wherever they work, learn, live, play, or practice their faith.

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