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White House Office of National Drug Control Policy
National Youth Anti-Drug Media Campaign
MULTICULTURAL COMMUNICATIONS
The Media Campaign reaches African Americans, Hispanics, American Indians, Asian Americans (Chinese, Korean, Cambodian, and Vietnamese) and Pacific Islanders (Filipinos and Samoans), Alaskan Natives and Aleuts through its multicultural advertising and outreach efforts. These efforts also extend to the U.S. Virgin Islands, American Samoa, and Puerto Rico. Culturally relevant messages are delivered in multiple languages including Spanish, Cambodian, Mandarin, Cantonese, Korean, and Vietnamese.
Unique Features of the Multicultural Initiative:
- Creative messages are science-based and are reviewed by a Behavioral Change Expert Panel composed of scientists from ethnically diverse backgrounds with experience developing behavioral change communications for ethnic audiences.
- Multicultural advertising is developed on a pro bono basis by agencies that specialize in creating ethnic advertising.
- All communications are tested with ethnic-specific audiences prior to airing to ensure that messages are culturally competent and resonate with viewers.
Throughout the life of the campaign, an average of more than $31 million each year in paid and pro bono match advertising and outreach is aimed at reaching ethnic youth, parents, and adult influencers. Multicultural messages appear in ethnic broadcast and cable television, radio, newspapers, magazines, shopping malls and urban posters, Internet Web sites, in-school educational materials (e.g., Channel One), cinema/arcades, and home videos. Many of the messages are distributed in multiple languages and use culturally appropriate advertising. The Campaign purchases advertising in more than 500 ethnic media outlets.
To extend advertising messages, the Campaign conducts outreach to multicultural communities through Web sites, national and community organizations, and news media. Campaign Web sites provide online drug prevention resources for parents in six languages. Free e-mail parenting tips are available in Spanish as well as a bilingual (English/Spanish) parenting booklet. The Media Campaign is partnering with national Hispanic organizations to ensure cultural accuracy and the widest distribution for the booklet. Print brochures on marijuana and inhalants for parents are available in Korean, Cambodian, Chinese, and Vietnamese. Information in these languages is also available on the Internet. Community-based organizations in areas with high populations of Asian Americans are assisting in distributing the brochures. The Campaign and its multicultural subcontractors conduct regular news media outreach among ethnic media to promote anti-drug messages and Campaign resources for multicultural audiences.
| Hispanic Outreach Initiative |  |
