In this issue:

NBC Adopts Prevention Themes in Popular Teen Line Up

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

Media Campaign Reaches Multi-Cultural Populations

Pro Bono Advertising Match Aids Local Organizations

"Parenting is Prevention" Teleconferencing Initiative: 1999 Calendar

Phase III of Media Campaign Takes Off

"Having successfully completed our early groundwork, we now move toward creating a culture of behavior change," said Barry R. McCaffrey, Director of the White House Office of National Drug Control Policy, in announcing the start of the third phase of the National Youth Anti-Drug Media Campaign.

The campaign is based on the Administration's National Drug Control Strategy and strategic communications objectives to target young people, parents, and adult influencers at the community level.

In Phase I, campaign messages were tested in 12 markets across the country. In Phase II, those messages were distributed nationwide. Now, in Phase III, other elements of the campaign will be implemented, including the formation of partnerships with media, the entertainment and sports industries, and civic, professional, and community groups.

The media campaign is one of the largest and most complex social marketing efforts ever undertaken. In addition to its extensive, multi-media advertising component, the campaign will partner with thousands of America's most active community-based organizations, focusing their diverse and significant resources toward common goals.

The use of interactive media, entertainment, partner organizations, and public information will enhance all paid and public service advertising, leading to changes in perception, attitude, and behavior in children.