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White House Office of National Drug Control Policy
National Youth Anti-Drug Media Campaign
EARLY INTERVENTION INITIATIVE
The Office of National Drug Control Policy's (ONDCP) National Youth Anti-Drug Media Campaign will launch a comprehensive Early Intervention Initiative in January 2004. This initiative will build on existing Media Campaign youth drug prevention efforts by empowering parents and adult influencers to recognize early use of illicit drugs and take action to stop it. It also will target friends of teens who have started to use drugs, and offer appropriate information and support.
The Early Intervention Initiative will be an integrated media campaign, including paid broadcast and print advertising and outreach to target audiences through the news media, entertainment industry, employers and corporate and non-profit partners. Information resources, both online and print, will be developed for parents and youth audiences.
The Media Campaign has engaged experts in the drug treatment and early intervention fields to advise the Campaign on effective messaging, target audiences and the existing barriers to drug treatment and early intervention. This information provided a foundation for the Campaign's qualitative research with parents, adult influencers and youth in markets across the country. The results are informing the development of advertising and outreach plans.
Partner organizations in education, health, parenting and drug prevention will play an integral role in the initiative, adding credibility and expertise and expanding the reach of the Media Campaign effort. The effort will also enlist the help of other federal agencies who share the responsibility for keeping our kids drug free, including the Substance Abuse and Mental Health Services Administration, the National Institute on Drug Abuse and Department of Education.
For additional information or to send comments, please contact Sarah Kayson, National Youth Anti-Drug Media Campaign, 202–395–4509, skayson@ondcp.eop.gov.
