Pubdate: Wed, 29 Jul 1998 Source: Chicago Tribune (IL) Contact: Sec. 1, p. 16 Website: http://www.chicago.tribune.com/ Author: Barry R. McCaffrey MEDIA BLITZ IS EFFECTIVE AGAINST DRUGS WASHINGTON, D.C. - The Office of National Drug Control Policy has just launched a national advertising campaign to stop illegal drug use aimed at young people, 9 to 17 years of age, and the adults in their lives. After test ads in 12 cities throughout the U.S., the campaign has gone national, with regional adjustments for target audiences. In some pilot cities, requests for information related to drug prevention and treatment increased 500 percent after the ads appeared, and calls to a national clearinghouse for anti-drug publications rose 300 percent. An unprecedented $2 billion will be spent during the next five years in government funds and matching monies pledged by the private sector. Congress provided $195 million this year for the campaign, which represents but 1 percent of the total federal anti-drug effort. The $2 billion over the next five years for the anti-drug campaign compares with the $7 billion yearly that the alcohol and tobacco companies spend on advertising to promote their products. Corporations are willing to spend billions of dollars on advertising because it works. The electronic media - television, radio, film, videos, Internet, CD-ROM and multimedia (including print journalism augmented by color photography) - constitute the strongest educational tools. Such an initiative is necessary because, even though overall drug use dropped by half in the last 15 years, teenage drug use rose steeply. Use among 8th graders nearly tripled during the past five years. During this period the number of anti-drug service announcements fell by 30 percent, and many of those aired in time slots that attract few children. In many areas of the country, drug-related arrests increased dramatically. In 1997 more than half the males arrested for any crime in various cities tested positive for drugs, as did large percentages of males arrested for property offenses and violent acts. Drug-related admissions at emergency rooms also increased in many locations. The media initiative is only the beginning of a greater educational campaign to reach youngsters. Documentaries about the history of drug use, the impact of narcoterrorism on American foreign policy, and the link between drugs, crime and the justice system can be supplemented by factual, dramatic shows about the consequences of substance abuse. Young viewers would be more likely to shun addictive substances if they were better informed about the violence associated with this criminal industry and the health risk posed by drugs. Today's kids spend more time watching television than attending academic classes. By high school graduation, youth have seen approximately 15,000 hours of TV compared to 12,000 hours spent in the classroom. Whether we like it or not, electronic media have revolutionized the way people learn, much as Gutenberg's printing press and movable type revolutionized Renaissance Europe. The idea is not to control young minds. Our purpose is to offer accurate data that enables maturing individuals to make rational choices. Drugs are wrong because they hurt people. We cannot stand by idly while toxic, addictive substances endanger children, family, friends and neighborhoods. Barry R. McCaffrey Director Office of National Drug Control Policy - --- Checked-by: Melodi Cornett