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

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

Media Campaign Reaches Multi-Cultural Populations

Pro Bono Advertising Match Aids Local Organizations

"Parenting is Prevention" Teleconferencing Initiative: 1999 Calendar

The Campaign in the Community:
The Wisconsin National Guard

Rope Climbing? Adventure Activities? Obstacle Courses? Not traditional methods for keeping kids away from drugs. But, the Wisconsin National Guard isn't a traditional drug abuse prevention advocate.

In its efforts to fundamentally change both behavior patterns and public opinion on drug use, the campaign is branching out into the field. The ONDCP has been working closely with state and local officials across the country to establish, maintain, and heighten the profile of community programs that advance campaign objectives. The early results from these partnerships have been rewarding and appear promising for the future.

The work of the National Guard in relation to drugs traditionally was centered on reducing the availability of illegal drugs. The Guard has been active in providing support to local law enforcement intelligence efforts, and assisting in training law enforcement personnel. However, in keeping pace with national models of drug control and prevention, the Wisconsin National Guard Drug Control Program has been implementing new and innovative ways to assist schools and community organizations to keep youth drug-free.

The Wisconsin Guard's most effective and recognized activities include life-skills building programs such as Low Ropes Challenge Courses and Gang Resistance Education and Training (GREAT). These programs focus on drug-related issues and/or education, both of which are ONDCP strategic objectives, and have become a welcome complement to the drug education and prevention efforts of Wisconsin's schools and community organizations.

The courses create a learning experience that challenges youth to go beyond their perceived boundaries, work with others, make better choices, and experience success. These courses are about boosting self-esteem while setting goals and reaching them. Coupled with school-based and community-based drug education programs, these experiences give students the knowledge and skills to make informed decisions about the tough issues in their lives, including drugs.

The Ropes Challenge Courses provide up to 20 mentally and physically challenging events, including rope climbing and obstacle courses. The courses target students in grades 6-12, are available year-round, and are provided at no cost to the schools or organizations. Students may attend the courses at the National Guard's Camp Douglas, Wisconsin site; or schools and organizations may request a mobile course, which can be transported and set-up at sites throughout the state.

In 1998, the program reached more than 9,000 youth and 172 community-based organizations. The innovative program also has received two national awards.

In addition to the Low Ropes Courses, the Wisconsin National Guard is actively involved in GREAT, a summer program designed to provide positive opportunities for students to enhance social skills while making them aware of alternatives to gang involvement, achieving two more ONDCP objectives. The program, in which 810 youth participated in 1998, involves the Milwaukee Police Department, local universities, and volunteers. "It is a means of getting kids off the streets during the summer and getting them involved in something constructive. It also demonstrates the cooperative effort between law enforcement, the military, and the community, Col. Tom Haase of the Wisconsin National Guard Drug Control Program noted.

The Guard hopes to combine its courses with an active mentoring program in an effort to further develop and monitor the relationships built with students during the courses.

For more information on the activities of the Wisconsin National Guard Drug Control Program, please contact Lt. June Kuhn at (608) 242-3544. Or log onto their Web site: dcp.wimadi.ang.af.mil/.