Anti-Drug Ads
(8/10/99)

Phase III of a campaign to stop drug abuse among youths has begun.

The Office of National Drug Control Policy (ONDCP) has launched a multi media campaign using television, radio, movie trailers, the Internet, and extreme sports icon Andy McDonald to reach its audience.

The ads, which are intended to reach more than ninety percent of American youths, will air in eleven different languages including; Spanish, Korean, Navajo and Aleutian dialect.

Saying "No" since the 1980s

The White House started to take on the teenage drug problem in the 1980's with First Lady Nancy Reagan and her "Just Say No" campaign. Commercials such as "This Is Your Brain On Drugs" have been produced since 1987.

This time the ONDCP is putting on a media blitz, placing the ads on over 100 different media outlets and directing ads to particular ethnic and cultural groups.

"The forbidden fruit phenomenon"

Critics say the ads have the same problems that the anti-cigarette campaigns have. They say the ads create a "forbidden fruit phenomenon" tempting youths into using illicit drugs. These critics argue that the money would be better spent building healthy alternatives like school programs and community centers.

NewsHour Extra has compiled several of the Phase III television and radio ads currently on-air.

Tell us what you think.

Are they effective in their message and intent?

You can also explore the thinking that went into their creation by reading this discussion with NewsHour Corespondent Terry Smith, White House Drug Czar Gen. McCaffey and a critic, Northeastern University Professor Jack Levine.

YOUR TURN:

How would you make an anti-drug ad?

There are several elements that go into making an ad. First figure out what you want the commercial to say-- the message you want to send. What is the best way to say it? Do you need a super star to make your point? Do you want to tell a story? Would a positive story or a scary story be more effective?

Send us your ideas and we'll post examples here.