6/11/2003
Office of National Drug Control Policy
Washington, DC 20503
www.whitehousedrugpolicy.gov

Washington, DC - A national effort to inform parents about the harms of youth marijuana use received the PR industry's highest honor, a Silver Anvil, for outstanding achievement in strategic public relations planning and implementation of a government public service campaign. The Marijuana Initiative of the Office of National Drug Control Policy's National Youth Anti-Drug Media Campaign was recognized by the Public Relations Society of America (PRSA) at an awards ceremony June 5th in New York. The effort, launched last September, is dispelling common myths about marijuana through a series of media briefings, public events, community partnerships, Web sites and printed resources.

"Since the launch of our marijuana prevention campaign last September, we have alerted parents across the country to the risks of youth marijuana use and given them tools they need to help keep their children drug-free," said John P. Walters, Director of National Drug Control Policy. "Marijuana is riskier than many people think -- in fact, more teens are in treatment for marijuana than for all other illicit drugs combined."

"We applaud the National Youth Anti-Drug Media Campaign for having demonstrated the highest quality standards in performance in the public relations profession," said Kelly Womer, APR, chairperson of the Silver Anvil Awards for 2003 and senior thought partner at David Grossman & Associates. "Their program successfully addressed a contemporary issue with exemplary professional skill, creativity, and resourcefulness."

The Silver Anvil was awarded to the ONDCP National Youth Anti-Drug Media Campaign with Fleishman-Hillard, their public communications outreach contractor, which helps carry out the non-advertising communications component of the campaign.

The public relations effort was complimented by new television, radio, and print ads produced by the Partnership for a Drug-Free America (PDFA). "Under the leadership of new PDFA Chairman, Roy Bostock, this effort was integrated with some of the most effective advertising ever produced in a public health communications campaign," said Director Walters. "Through PDFA's outstanding creative work and Fleishman Hillard's outreach expertise, we have reached millions of young people and their parents with effective prevention messages."

Marijuana is the most widely used illicit drug among youth today. Research shows that marijuana can be addictive and can lead to a host of health, social, learning and behavioral problems at a crucial time in young lives.

The Marijuana Initiative was launched by Director Walters on September 17th, 2002 and has included eight television advertisements; media briefings in 18 markets; outreach to the entertainment industry; partnerships with the nation's leading health, education and parenting organizations; and online and print resources for parents and other influential adults. A pre- and post- program research analysis of print and television news coverage found that media coverage addressing the harms of youth marijuana use increased significantly as a result of the Campaign.

In 1998, with bipartisan Congressional support, ONDCP created the National Youth Anti-Drug Media Campaign as a multi-dimensional effort designed to educate and empower youth to reject illicit drugs. The Campaign delivers anti-drug messages to youth, parents and other influential adults. Developed from a solid scientific base, this historic effort is supported by television, radio, online and print advertising, earned media outreach, educational materials, Internet Web sites and partnerships with corporate and non-profit organizations.