In this issue:
NBC Adopts Prevention Themes in Popular Teen Line Up
Phase III of Media Campaign Takes Off
Numbers Show Success and Potential for Drug Control
The Campaign in the Community: The Wisconsin National Guard
Fleishman-Hillard Heads Program and Outreach Initiatives
Ogilvy & Mather Leads Advertising Component
Advertising Council Awarded Contract
Online Banner Ads Reach Target Audiences
Campaign Ads Now Available on Web Site
Media Campaign Reaches Multi-Cultural Populations
Pro Bono Advertising Match Aids Local Organizations
"Parenting is Prevention" Teleconferencing Initiative: 1999 Calendar
ABC
and AOL Partner With ONDCP
Online Areas Launched for Parents, Youth, Prevention
 |
|
Director McCaffrey announces two interactive drug education areas from AOL and ABC at the March 24th Capitol Hill Open House. Nineteen Members of Congress attended the day's event. |
Leveraging existing brand equity among the top online companies to harness creative styles and resources, ONDCP has partnered with ABC and America Online to build online areas devoted to drug education. These innovative partnerships will extend the campaign's messages and appeal to both kids and their parents.
The ABC and AOL sites are part of corporate commitments to fully match ONDCP's purchase of interactive banner ads and other interactive promotions. Through partnerships with these well-established companies, ONDCP's drug education messages gain additional credibility on the Web and are available to the millions of kids and parents who use computers.
U.S. Representatives Steny H. Hoyer (D-MD) and Jim Kolbe (R-AZ) joined Director Barry R. McCaffrey and representatives from ABC and AOL to launch their Freevibe and Parents' Drug Resource Center interactive areas at a March 24, 1999, Congressional open house in Washington, DC. Members of Congress and the media joined campaign stakeholders at the event, which highlighted new and existing drug prevention Web sites.
ABC, with the help
of Disney Online, produces the Freevibe Web site
To promote the new Web site, the company is using rotating text links on ABC's popular "TGIF" Web site, and is including a Freevibe listing on Disney's Internet Guide. Freevibe is also promoted through editorials and lesson plans in Disney's Classroom Connections, a quarterly newsletter distributed to 75,000 educators nationwide.
Freevibe's commitment to building online communities for young people is a major step in encouraging empowered decision-making to prevent or delay the onset of drug use.
America Online's Parents' Drug Resource Center
(AOL Keyword: Drug Help)
America Online's Parents' Drug Resource Center (AOL Keyword: Drug Help) is designed for parents and caregivers of children aged 9 to 18. Developed in collaboration with the Partnership for a Drug-Free America (PDFA), government agencies, and other organizations, the Center provides AOL members with pertinent information and resources to help them raise drug-free children.
The area offers pointers, resources, and support for parents while reinforcing extended drug prevention messages through relevant content. The area uses chats, message boards, links, and content applications unique to AOL to foster a community spirit and encourage parental support and advice. In the future, the area will be used to promote AOL real-time interactive chats on "AOL Live." The chats will include subjects such as, "Teaching Your Child to Make Good Decisions," and "Not My Kid - and Other Myths About Drugs."
AOL is publicizing the area to its more than 16 million members through interactive ads on the AOL service and promotions on other areas of the network. In addition, the area is promoted through contextual links and messages on the network's front screen, and on "channels" such as Families, Lifestyles, Research & Learn, and Health.