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| White House Unveils Latest Anti-Drug Effort |
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Posted by CN Staff on February 13, 2006 at 14:02:01 PT By Wendy Melillo Source: Ad Week 
Washington, D.C. -- The White House Office of National Drug Control Policy today launches new creative during the Winter Olympics on NBC that is aimed at parents as part of its anti-drug media campaign. But administration officials said this would be the only parent-targeted effort this year because of campaign budget cuts.Three TV spots, crafted by WPP Group's Grey through the Partnership for a Drug-Free America, focus on the importance of parents setting expectations about not tolerating drug use. The effort also includes radio and print work. In a spot called "Mom," a girl is seen leaving home and saying goodbye to her mother. As the youngster is about to cross a street, the mother appears and reminds her daughter to look both ways before crossing. The mother appears and disappears throughout the spot until the last scene, when the daughter is offered marijuana and doesn't know what to do. It ends with, "If you never told her, how will she know what to do?" The same creative technique is used in a spot called "Dad," wherein the father appears to offer his son guidance throughout a subway ride to meet friends. But when the son's friends offer him marijuana, the father does not appear and a similar tagline is seen. "Of all the people that influence the choices teens make, no one has more impact than parents do and that's the message these spots drive home," said Brian Fallon, an associate creative director at Grey. White House officials said advertising messages directed at parents have played a key role in helping to reduce teen drug use. "We've made real progress in the last few years in keeping teens away from drugs, and the advertising for parents has been a big part of that," said John Walters, director of the Office of National Drug Control Policy. But Walters noted that the campaign's current budget of $120 million, the lowest since the effort began in 1998, could hurt efforts to reduce drug use. "Parental disapproval of teen drug use plays a strong role in preventing teens from drug use," Walters said. "We risk losing the hard-won momentum we have gained over the past few years and seeing youth drug use rebound." The new effort will run through mid-May. Source: Ad Week (USA) Related Articles: ONDCP Links Drugs, Drinking in New Ads Senators Join Critics Of ONDCP Program Study Faults White House Anti-Drug Ads Home Comment Email Register Recent Comments Help |
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| Comment #8 posted by FoM on February 13, 2006 at 22:02:26 PT |
| I know some people might not know that when I remove a post it removes the number of the post too. JustGetnBy made an accidental double post so I removed the extra one. [ Post Comment ] |
| Comment #6 posted by JustGetnBy on February 13, 2006 at 21:03:49 PT |
is begging for his budget, whaaaa, whaaaa, i don't have enough budget to make me feel "RIGHTEOUS". Save it for your prayer meeting John Pee,cause in the real world we see through your false piety. John Walters is a hypocrite and a liar!!! There...... now I feel better. [ Post Comment ] |
| Comment #5 posted by FoM on February 13, 2006 at 19:05:40 PT |
| How would an anti-drug parent punish their child if they found out he or she tried a beer? Whatever way that a parent would answer that question shouldn't the same be applied for trying marijuana? PS: I hope children don't do any substances but reality says this question will be one that most parents might have to deal with. [ Post Comment ] |
| Comment #4 posted by FoM on February 13, 2006 at 16:00:14 PT |
| Reminding a child to make a good choice when it comes to anything in life is wise advice. The problem is the parents might honestly not think a little marijuana experimentation by their child is anymore serious then a sneaked beer. Parents should be allowed to guide their children. The problem with marijuana is if the child doesn't listen then he or she can get arrested and shamed and put in treatment even if it was only an experiment. Narrow minded people in our narrow minded world. That's how I see it. Excerpt: In a spot called "Mom," a girl is seen leaving home and saying goodbye to her mother. As the youngster is about to cross a street, the mother appears and reminds her daughter to look both ways before crossing. The mother appears and disappears throughout the spot until the last scene, when the daughter is offered marijuana and doesn't know what to do. It ends with, "If you never told her, how will she know what to do?" [ Post Comment ] |
| Comment #3 posted by cloud7 on February 13, 2006 at 15:05:51 PT |
| "If you never told her, how will she know what to do?" Hmmm, well, assuming she is incapable of making any kind of decision for herself without being told exactly what to do, I imagine the multiple DARE programs, billboards, special school assemblies, TV commercials, ads before movies and everything else she's been subjected to from the Ministy of Truth's budget will give her a hint. "But Walters noted that the campaign's current budget of $120 million, the lowest since the effort began in 1998, could hurt efforts to reduce drug use." *cue a tiny violin* And now they'll only have $12.38 billion left from the $12.5 billion that was alloted to the ONDCP this year. (see here: http://www.cannabisnews.com/news/thread21583.shtml) Cry me a river. [ Post Comment ] |
| Comment #2 posted by potpal on February 13, 2006 at 14:59:01 PT |
| I recently saw an anti-alcohol commercial where a young boy about 13 I guess commands the attention of a room full of adults and states his name and says 'in 8 years I'll be an alcoholic'. It goes on to instruct adults in how to avoid this apparent failure to be. Anyway, I have to wonder what a 13 year old viewer takes away from this? I'd think a boy viewing this would think that being an alcoholic is one way to command the attention of adults and something one can aspire to. Pass me a beer, I'm gonna be an alcoholic. Very strange. Spot on tobacco... http://news.bbc.co.uk/2/hi/business/4651668.stm [ Post Comment ] |
| Comment #1 posted by FoM on February 13, 2006 at 14:07:59 PT |
| Prince William's Friend in Pot Sting *** February 13, 2006 Prince William's buddy Guy Pelly was caught on film puffing on marijuana while partying with a royal entourage in Glos, England. Pelly and William were dancing with a group of friends at the Tunnel House Inn Saturday night when "a pretty girl" walked over and handed him a joint, The Mirror reported Monday. As he took a drag of the marijuana, he saw a camera and realized he was set up, friends told the newspaper. "He feels he's been tricked and has let William down," one friend told The Mirror. Pelly is a close friend of William's brother, Prince Harry, the newspaper said. Copyright: 2006 News World Communications, Inc. http://washingtontimes.com/upi/20060213-032125-1973r.htm [ Post Comment ] |
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