"Because Safeway Cares" is not just a slogan for the national grocery store chain. It's words put into action as Safeway launches a corporate partnership with the Campaign, targeting parents and other adult influencers in its 1,500 stores.

Safeway's partnership is part of a larger effort to engage corporate America in delivering drug-prevention information through its communications channels to its employees and customers.

Also known to consumers under seven other brand names—Dominick's, Randalls,Tom Thumb,Vons, Pavilions, Pak'n Save Foods and Carrs—Safeway developed an integrated campaign featuring advertising and a proliferation of communication vehicles.

As a strong supporter of the Campaign's messages, Safeway invested advertising and marketing resources to reach millions of customers with parenting messages and advice. "The Campaign and its issue are a perfect fit with the families that comprise our customer base," said Debra Lambert, director of corporate public relations."We especially like the messages, because we are doing more than simply raising awareness—we're giving parents some specific things to do that should make a real difference."

Safeway is rolling out a national anti-drug communication effort that will reach customers through innovative channels. "Parents.The Anti-Drug." PSAs are featured as part of the company's radio advertising, in weekly newspaper advertising inserts and in coupon books.

Visit a local Safeway-owned store and find "Want to keep your child drug-free? ASK: Who? What? Where? When?" on paper grocery bags, milk cartons and cash register display screens.You'll also hear Campaign public service advertising broadcast throughout stores.

Safeway is also using its video network and newsletter to bring parenting tips to its 190,000 employees.

Visit www.Safeway.com to see more anti-drug messages featured online.