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

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

Pro Bono Advertising Match Aids Local Organizations

"Parenting is Prevention" Teleconferencing Initiative: 1999 Calendar

Media Campaign Reaches
Multi-Cultural Populations

In addition to general audience messages, the campaign is targeting additional advertising messages to multi-cultural audiences each year. Input from representatives of multi-cultural organizations and ethnic audience experts is integrated throughout all aspects and projects of the campaign.

ONDCP's multi-cultural messages, produced by PDFA, are being delivered in more than 10 languages for ethnically-targeted broadcast and cable television, radio, newspapers, magazines, highway and shopping mall posters, Internet Web sites, in-school venues, and home videos. Most materials in languages other than English are targeted toward parents.

The two largest multi-cultural population groups in the United States - African Americans and Latinos - receive the dominant share of multi-cultural advertising. ONDCP is the largest government advertiser in African American newspapers and is among the top 10 of all advertisers on Black Entertainment Television (BET).

The multi-cultural advertising campaign reaches African American, Latino, Asian and Pacific Islander (including Cambodian, Chinese, Filipino, Japanese and Korean), and Native American markets. Extensive levels of advertising are also planned in the U.S. territories of Guam, Puerto Rico, and the U.S. Virgin Islands.

Productive relationships have been formed with hundreds of ethnic media outlets (e.g., BET, Univision, Telemundo, etc.), and multi-cultural communications firms Muse, Cordero, Chen & Partners; Persaud Brothers; Mendoza, Dillon; Porcareo Communications; G & G Advertising; and Lopito, Ileano & Howie have been tapped by Ogilvy & Mather to consult on the campaign and plan and place millions of dollars of ONDCP advertising.