Press Release

(Detroit, MI)—The Office of National Drug Control Policy's (ONDCP) National Youth Anti-Drug Media Campaign today joined with the National Medical Association, National PTA and the National AfterSchool Association to unveil a new advertising campaign aimed at helping African American parents take action to prevent youth drug use. The ad campaign, themed "Love.The Anti-Drug," urges parents to monitor their teens, foster open lines of communications and engage other trusted relatives and their community in helping to raise drug-free teens. The TV, radio and print ads, which launch the week of Dec. 6, were created by Carol H. Williams Advertising in partnership with the Partnership for a Drug-Free America (PDFA) and ONDCP.

"We know that all teens are at risk for drug-use, however, it is not an inevitable rite of passage," said John Walters, Director, National Drug Control Policy. "Family and community play an important role in teens' decisions about drug use. With these ads, we hope to send the message that if parents and other adults get involved and stay involved in their teens' lives, pay close attention to their behavior and activities, and communicate the risks of marijuana and other drugs, they can have a real impact in preventing and stopping teen drug use."

Research shows that there is a link between effective monitoring and drug prevention. When teenagers are monitored, they are less likely to use marijuana or engage in other risky behaviors.

"The hours between 3 and 6 p.m. are when teens are most vulnerable and most likely to get into trouble," said Mark Carter, Executive Director of the National AfterSchool Association. "As these ads suggest, your kids need to be involved in extracurricular or out-of-school programs supervised by competent, responsible adults. While you can't physically be with your teens 24/7 and monitoring might be challenging because of your responsibilities outside the home or are a single parent-engaging your kids in positive after-school activities provides both of you with safe options."

Overall, African American youth have substantially lower rates of use of legal and illegal drugs than their white counterparts. However, according to a Partnership Attitude Tracking Study (PATS, 2003), while marijuana use is declining among whites, its remains unchanged among Black and Hispanic youth. And among African American youth ages 12 to 17, one out of six (17.8%) reported using marijuana at least once in their lifetime (National Survey on Drug Use and Health, 2003). According to research, marijuana is addictive and more kids enter treatment for marijuana than for all other illicit drugs combined. In fact, marijuana is the primary drug being used by 72 percent of all African American youth admitted for drug treatment.

"In the face of disconcerting statistics, this effort enlists African American parents to learn and communicate the risks of marijuana to their teens," said National Medical Association President Dr. Winston Price. "Marijuana use is dangerous, it damages lungs, impairs learning, and decreases motivation. Kids who use marijuana in early adolescence are more likely to engage in risky behaviors, such as delinquency, driving while high or underage drinking. Considering these negative consequences, parents should do all they can to prevent teen drug use."

"Parents are the strongest line of defense in reducing teen drug use," added Warlene Gary, CEO, National PTA. "Parent involvement is key to building a better future for our teens. Research shows that when parents are involved, teens are more likely to have higher grades, better school attendance, better self-esteem, fewer instances of violent behavior, and decreased use of drugs and alcohol."

This campaign is part of the National Youth Anti-Drug Media Campaign advertising and outreach to diverse audiences, including African Americans. The ads alert parents and other influential adults to additional Media Campaign resources available at www.theantidrug.com or by calling 1–800–788–2800. The new advertising campaign can be viewed online at www.MediaCampaign.org.

In 1998, with bipartisan support, Congress created the National Youth Anti-Drug Media Campaign with the goal of educating and enabling young people to reject illicit drugs. The Campaign is an integrated communications effort that combines advertising with public communications outreach to deliver anti-drug messages and skills to America's youth, their parents, and other influential adults. The Media Campaign's advertising and messages are science-based and reviewed by a Behavioral Change Expert Panel composed of professionals with experience developing behavior change communications for ethnic audiences.