Several Campaign initiatives were highlighted at the fourth annual U.S.-Mexico Bi-National Drug Demand Reduction Conference in Mexico City. The summit brought together top-level anti-drug experts from the two countries to develop cooperative initiatives for confronting common drug threats.

One of the conference's key discussions centered on the essential use of public awareness campaigns to promote healthy lifestyles among youth.The Campaign presentations showed how effective outreach and education programs can help young people make healthy choices like rejecting use of illicit drugs.

One of the programs highlighted was the Campaign’s media literacy initiative—aimed at teaching young people to understand how messages from television, radio, advertising, newspapers and music influence them.

Media literacy experts demonstrated how they used workshops and conferences to successfully educate students in California to the dangers of tobacco and illicit drugs.They also showed how they engaged students in contests to evaluate messages.

The experts provided examples of training for community leaders, parent-teacher organizations, teachers and health educators to increase their awareness of how the media influences their communities.