Source: Dallas Morning News Contact: Sun, 14 Sep 1997 http://www.dallasnews.com Kids and drugs It's time for a national media campaign Drug use among adults in America has declined nearly 50 percent since 1985. So why aren't we celebrating? Because more young people than ever are snorting, sniffing, smoking, shooting and ingesting every kind of illicit drug imaginable. Among eighth and 10thgraders, illegal drug use has doubled since 1992, according to a study by the Partnership for a DrugFree America. At least 20 percent of this nation's 45 million children under age 12 have been offered illicit drugs. Seven Plano[Tx] youths have died from heroin overdoes since December, according to police. At this rate, America will face another drug epidemic by the end of this century unless Congress and the American people are willing to support an unprecedented media campaign to convince young people not to fall into the trap. Pending in Congress is a $16 billion federal drug budget that commits $175 million to purchase primetime media exposure for antidrug advertising geared to children. The time for this kind of hardhitting national campaign against drugs is long overdue. A decade ago, the Partnership for a DrugFree America helped curtail drug use among youngsters with a wave of effective ads. But with the networks in a tough struggle with cable channels over advertising, time available for public service announcements has all but dried up. And, unfortunately, the number of news stories on TV about illegal drugs also has declined. Members of Congress must realize that it costs money to get the message out. McDonald's spends nearly $600 million a year to sell hamburgers. It isn't too much to invest $175 million to save kids. Ads would not be geared solely to youngsters. There also will be strong messages about the role parents can play in helping their children make right choices. This won't be the "Just Say No" kind of advertising from the Reagan administration. One ad shows a beautiful model talking about her drug use. While talking, she removes her makeup, false eyelashes and finally false teeth to show the ravages of her addiction. Many movies today have let teenagers think taking drugs is all right. We need to give them the other side of the story. That's what this ambitious advertising assault on a looming crisis will do.