ONDCP to debut first teen Rx drug campaign during Super Bowl

Source: ONDCP Press Release, 01/24/08
ONDCP LAUNCHES FIRST MAJOR INITIATIVE TO COMBAT TEEN PRESCRIPTION DRUG ABUSE : New Ad Campaign Debuts During Super Bowl
(Washington, D.C.)—The White House Office of National Drug Control Policy (ONDCP) is launching its first major Federal effort to educate parents about teen prescription drug abuse. This national public awareness campaign will begin with advertising during this year’s Super Bowl, and is ONDCP’s first paid TV advertising targeting parents in nearly two years. The effort includes broadcast, print, and online advertising, community outreach, and new print and online resources to help parents and communities combat the troubling trend of teen prescription drug abuse. The Administration will leverage $14 million to generate nearly $30 million in advertising. The ads were made in collaboration with the Partnership for a Drug-Free America (The Partnership), with pro bono creative provided by Draftfcb New York.
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Access report “Prescription for Danger: A Report on Prescription and Over-the-Counter Drug Abuse Among the Nation’s Teens.”