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

Ogilvy & Mather Leads Advertising Component

Advertising Council Awarded Contract

ABC and AOL Partner With ONDCP; Online Areas Launched for Parents, Youth, Prevention

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

Fleishman-Hillard Heads Program and Outreach Initiatives

Fleishman-Hillard, a premier international communications firm, has been selected to lead the non-advertising components of the campaign. Fleishman-Hillard's Washington, DC, office will complement paid advertising with materials, messages, and momentum for attitude and behavior change regarding substance use by young people.

Fleishman-Hillard has assembled a great team of experts in youth behavior, substance abuse, and communications, as well as leaders in the entertainment, media, and interactive communication fields. Fleishman-Hillard also has recruited some of the leading multi-cultural communications companies to ensure that the campaign reaches all critical target populations.

Fleishman-Hillard will focus its efforts on four major elements: 1) Using interactive and new media; 2) Conducting media outreach and distributing public information; 3) Working with and through the entertainment industry to influence popular culture and the depiction of drugs, alcohol, and tobacco; and 4) Developing partnerships with a broad array of organizations across the country, including youth, business and labor, civic and community, and multi-cultural organizations.

The non-advertising components of the campaign will include programs to raise awareness, change attitudes, and foster action among the target audiences of youth and adults. In particular, the Fleishman-Hillard team will reach out to: a) young people through school networks and by encouraging youth-to-youth talk; b) parents and adult influencers through work place channels and by promoting parent-to-parent initiatives; and c) both young people and adults through popular culture, coalitions, and community organizations.

Subcontractors on the non-advertising components include the Academy for Educational Development (AED), a leader in the implementation of large-scale social marketing programs, which will direct the Partnership Initiatives and Stakeholder Communications component of the campaign; and Rogers and Associates, one of the nation's premier social marketing communications agencies, which assumes responsibility for influencing popular culture through the entertainment industry. Also, Sykes Communications, Roy Communications, S&C Advertising and Public Relations, and the Imada Wong Communications Group will focus on multi-cultural outreach.

Fleishman-Hillard was selected through an open competition managed by the U.S. Department of Health and Human Services. The $9.4 million one-year contract has four option years.