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Multicultural Outreach
The Media Campaign reaches African Americans, Hispanics, American Indians, Asian Americans (including Chinese, Koreans and Vietnamese) and Pacific Islanders (Filipinos, Guamanians and Samoans), Alaska Natives and Aleuts.
- Messages are delivered in multiple languages including Spanish, Mandarin, Cantonese, Korean, Vietnamese, Tagalog and American Indian dialects.
- The Media Campaign also includes advertising and outreach in the U.S. Virgin Islands, American Samoa and Puerto Rico.
Multicultural Budget
Each year, more than $38 million in paid and negotiated pro bono advertising messages and outreach programs are aimed at ethnic youth, parents and adult influencers. African Americans and Hispanics receive the dominant share of multicultural advertising exposure. Multicultural messages appear in ethnically oriented broadcast and cable television, radio, newspapers, magazines, billboards and Internet Web sites.
A key component of the Media Campaign is its pro bono match, which requires media to match Campaign-purchased ads with an equal value of public service in the form of PSA time or space, or other activities related to youth drug prevention. To date, more than 62 organizations have benefited from the match, resulting in over $300 million in donated advertising time and space. Multicultural organizations that have used the pro bono match by submitting their own PSAs include El Valor, the National Action Council for Minority Engineers and 100 Black Men of America. Collectively they received PSA 10,000 placements with an aggregate value of $5.6 million.
Multicultural Resources and Programs
The Campaign conducts outreach to multicultural communities through the media, Web sites, and national and community organizations. For example, LaAntiDroga.com provides parents and other adult caregivers with strategies and tips on raising healthy, drug-free children in Spanish. Free e-mail parenting tips are available in Spanish and a parenting brochure is under development.
Printed brochures on marijuana are available in Korean, Cambodian, Chinese and Vietnamese for parents. Information in these languages is also available on the Internet. In summer 2002, the Campaign is publishing updated brochures on marijuana and inhalants in Korean, Cambodian, Chinese and Vietnamese. Community-based organizations in areas with high populations of Asian Americans will assist in distributing the brochures.
Community anti-drug mural painting events have engaged local youth groups, anti-drug coalitions and schools in Houston, Puerto Rico, Atlanta, Chicago, Los Angeles, New York and Honolulu.
For further information about the Campaign, visit www.mediacampaign.org
June 2002
