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

Media Campaign Reaches Multi-Cultural Populations

"Parenting is Prevention" Teleconferencing Initiative: 1999 Calendar

Pro Bono Advertising Match Aids Local Organizations

With all the talk about the "national" media campaign, people working in grassroots organizations around the country may wonder what's in it for them. How do their organizations, with small budgets and volunteer staffs, get a piece of the action? The answer is the pro bono match.

The campaign is designed so that purchased advertising is matched dollar for dollar (and ratings point for ratings point) with public service announcement (PSA) time or other campaign-related public service contributions. As a mechanism to involve and support PSAs from other organizations, ONDCP is making pro bono time available to them. National and local organizations are able to take advantage of these opportunities by submitting for consideration their PSAs.

The Ad Council convenes the screening process for national messages, while the American Advertising Federation (AAF) and its local chapters and federations are responsible for convening the screening process for local messages. While no specific anti-drug message is required, each program must further the campaign's communications objectives: promoting healthy activities, behavior, and environments, and/or enhancing behavior that may lead to substance abuse prevention among youth.

In the first quarter of 1999, 23 organizations submitted PSAs that qualified for pro bono matches. The 94 advertisements that aired addressed such campaign messages as: 1) Providing opportunities for youth; 2) Preventing drug abuse (including tobacco); 3) Promoting good parenting practices and care-giver involvement; 4) Emphasizing the link between drugs and crime and violence; and 5) Fostering high expectations and self-esteem for youth. Organizations whose submissions qualified are listed in the accompanying chart.

Donna Feiner, Senior Vice President for the Ad Council, says the Council is seeking new and varied organizations and initiatives to include in the upcoming rounds of advertising, which change quarterly. AAF will use its nationwide network of local ad clubs and federations to collect and clear matching PSAs in the 102 local media markets where ONDCP has made or will make media buys, including the 75 largest markets as ranked by Nielsen Media Research.

AAF has asked its local clubs and federations in the selected markets to form review panels of three to six persons to meet and review PSAs submitted by local organizations.

Working with the AAF is the National Association of State Alcohol and Drug Abuse Directors (NASADAD). Together with representatives from the markets' major municipalities and counties, they will determine the relevance, effectiveness, and eligibility of the local market PSAs. Ads will be screened for creative and technical quality, eligibility, and adherence to campaign objectives. Messages must address ways to prevent drug use, such as programs concerning underage alcohol and tobacco use, early childhood development, mentoring, crime prevention, and other drug-related issues.

While the AAF is screening local PSAs to determine their eligibility, neither the AAF nor its local clubs and federations make decisions about PSA placement. The overall eligibility requirements for public service announcements are the same for both national and local organizations.

National organizations can contact the Ad Council at (212) 922-1500 to receive information and guidelines for PSA submissions. Local organizations interested in more information can contact Sean Sullivan at AAF, 1-(800) 999-2231, about review panel contact persons in their area.