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The Challenge: Preventing Drug Use
Among America's Youth
TABLE OF CONTENTS
- Introduction
- Youth Audience
- Parents/Primary Caregivers Audience
- Youth-Influential Adult Audience
- Overview
- Youth Audiences
- Parents and Caregivers
- Other Adult Influentials
- General Session Principles
- ONDCP Partnership Development Panel Meeting Attendee List
- Introduction
- From Goals to Tactics
- Action Plan
- Capabilities
- Timeline
- Appendix A: Principles of Corporate Sponsorship
- ONDCP Corporate Sponsorship Expert Panel Meeting Final Attendee List
- The Role of Paid Advertising
- Creative Media Background
- Media Plan Overview
- Key Executional Tactics
- Media Match Strategies
- Creative Development/Production Issues
- Appendix
The Challenge
The Current Situation
Campaign Principles
Multiple Components — One Integrated Communication Campaign
Integrated Communication Plan: Recommended Strategies and Tactics for Year One
Target Audience Defined, Objectives, Tactics
Launch-Related Tactics
Other Year One Tactics
Target Audience Defined, Objectives, Tactics
Launch-Related Tactics
Other Year One Tactics
Target Audience Defined, Objectives, Tactics
Launch-Related Tactics
Other Year One Tactics
Appendix A: Partnership Development Expert Panel Report and Final Attendee List
Appendix B: Corporate Sponsorship/Participation Plan and Meeting Attendee List
Appendix C: One-on-One Interviews List
Appendix D: Stakeholder Parties Contact List and Letter
Appendix E: Entertainment Industry Partners Report
Appendix F: Advertising Creation and Placement Process
Appendix G: Paid Media Campaign — Executive Summary
Appendix H: Communication Strategy Overview
