Pubdate: Tue, 12 Feb 2002
Source: Salon (US Web)
Copyright: 2002 Salon
Contact:  http://www.salon.com/
Details: http://www.mapinc.org/media/381
Author: Cary Tennis
Bookmark: http://www.mapinc.org/campaign.htm (ONDCP Media Campaign)
Alert: http://www.mapinc.org/alert/0231.html

LET THE ANTI-DRUG ADS CONTINUE

Most liberals hate those spots linking drug use to terrorism. But as 
a former drug abuser, I think exposing the seamy drug-trafficking 
underworld is a fair way to make kids think twice.

The anti-drug ads broadcast during last week's Super Bowl drew howls 
from critics, and the howling may well continue: Reportedly those ads 
were just the beginning of a new ad campaign by the Office of 
National Drug Control Policy to convince kids to just say no. 
Liberals are among the loudest critics of the new ad campaign, but I 
happen to think the government is right to do what it can to persuade 
children not to buy illegal drugs -- and I like the new ads.

The two ads, in case you missed them, are called "AK 47" and "I 
Helped." The ads don't mention specific drugs -- marijuana, heroin, 
speed, cocaine, ecstasy, nicotine, caffeine or Johnny Walker Red -- 
but they're clearly aimed at illegal drugs for which an underground 
economy exists.

One of the ads features the faces and voices of teenagers in a sort 
of call and response pattern: Stark admissions of wrongdoing -- "I 
helped murder families in Colombia"; "I helped kill policemen"; "I 
helped a bomber get a fake passport" -- are answered by spineless 
justifications -- "It was just innocent fun"; "I was just having 
fun"; "All the kids do it." It ends with the words on the screen: 
"Drug money supports terror. If you buy drugs you might too."

Still, as an argument for thinking twice about buying illegal drugs, 
I think the ads are effective. And I think those who find fault with 
the ads ought to pause and consider whether in this case the 
life-and- death importance of the message trumps the contradictions 
and rhetorical excesses of its delivery.
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