OFFICE OF NATIONAL DRUG CONTROL POLICY www.mediacampaign.org Fall 1 999

GOING THE EXTRA! EXTRA! MILE WITH THE TIMES PRESIDENT,DIRECTOR McCAFFREY UNVEIL NEW DIRECTION FOR MEDIA CAMPAIGN Educators have a new and exciting tool to energize classroom discussion about substance abuse. The acclaimed Newspa- ; ~ pertin Education program of TheNewYork Speaking at a White House ceremony on August 2, President and Times now offers an anti-drug education Director Barry McCaffrey unveiled the broad outlines of a master strategy for t~c.urriculum guide, created for middle- Phase III of the Media Campaign. While creating new advertising with highly z~chool educators, grades 6, 7, and 8. focused themes, Phase III will adopt branding and flighting strategies to maxi- Entitled 'Anti-Drug Education W th mize advertising impact on target audiences. (See Phose III, page 9). ,"the guide has a "The fully integrated national Campaign is one of the biggest things wide selection of lesson plans on how to we've ever done," said McCaffrey. "We're talking to young people and their talk about drugs, deal with peer pressure, adult mentors in ]02 media markets, in ]] different languages, delivering a and more.The materials include engag- message that is credible and that, hopefully, will help shape their attitudes." ing news articles and worksheets for stu- President Clinton praised the Campaign's national- and community-level dents. Lessons also reinforce Campaign partners, calling them "the heart and soul" of the Campaign, and saying the objectives, helping young people devel- commitment of organizations like theYMCA of the USA and the National FFA op resistance skills, while supporting Organization would ensure that tile truth about drugs reaches young people. academic achievement in art, civics, Also unveiled at the White House ceremony was a new series of parent- mathematics, language arts, life skills, focused ads, which debuted this September. Clinton said the new messages and behavioral studies. would be conveyed via TV, radio, and newspapers, as well as the Internet, Last yeac ONDCP sponsored classroom video games, movies, in-classroom cable, after-school activities, sports, and subscriptions with the guide for more than special events. "Everywhere young people go, during every part of the day, 300 educators, and the Times provided the they will see the message that drugs are wrong, they can kill, they are illegal." pro bono match for everything from cur- Also celebrating the launch riculum guides to promotional activities. of the new ads was skateboard- The,~program reached 48,000 students, and INSIDE ing star Andy Macdonald, who the evaluation by participating educators said he was pleased to "give back helped refine this year's initiative, which New Study Cites Parental Influence to the community" by participat- began November 8. page S ing in the Campaign. "To succeed Getting the Message at the X-Games in skateboarding, you have to fall page 6 down a lot," noted Macdonald. :or.more informotion, coil (800) 631-1222, Channel One's Town Hall Event "You make mistakes.That's how ontoct Stephonie Dobo ot (212) 556-1620, page 8 you learn. But one mistake you ~r go to www.nytimes.com/leorning. don't have to make is drugs." (continued from column 1) The number of youth who agreed on national network and cable stations, that the ads told them something local stations, and in schools, too, they didn't know about drugs through the classroom news medium, increased 8.2 percent. Channel One. (See Students, Director Meet at Channel One's Town Hall Event, Data from teen questionnaires page 8.) revealed that the advertisements As in Phase I, the Media Campaign were very successful at the national purchased time slots for television and level.There was a dramatic 59.3 per- radio advertising and also worked to cent increase in the number of ensure that the ads reached their target teens who "agree a lot"that the audiences. Stations who participated in "Frying Pan"ad made them less like- the Campaign agreed to provide pro ly to try or use drugs (rising from 23 bona, one-to-one matching in the form to 36 percent). of additional advertising or in-kind programming. The survey results also indicated The report for Phase II focuses on that parent audiences found the adver- the effect of paid television advertising tising informative. Parents stated that on awareness of anti-drug messages the ads gave them a better understand- among youth, teens, and parents of ing of the problems of drug use in school-age children.The findings-- young people. including the results of national school- The lessons learned from the evalu- based surveys of youth in grades 4 ation of Phases I and II are already being through 12,a national telephone sur- applied to strengthen the design and vey of parents, and the results of site implementation of Phase III of the Medi,~ visits in 12 communities across the Campaign. For example, we are increas-W country--indicate that the Media ing the inventory of new anti-drug Campaign is having a pronounced advertisements to reach different racial influence on our nation's youth and and ethnic groups across the country. In families.These findings, in fact, are simi- conjunction with these efforts, we have lar to those from Phase I, demonstrat- approved the development of new ing that the Campaign is meeting its advertisements in English as well as 11 goal of increasing awareness, which is other languages. the first step in changing attitudes and In Phase Ill, too, target audiences behaviors. are being further refined to focus more Among the major findings of the on middle-school-age children who are most recent evaluation: known to be at very high risk.

The paid placement of anti-drug advertisements brought significant increases in awareness of Campaign The evaluation report on Phase II of the ads and messages among all age Campaign, "Testing the Anti-Drug groups and key ethnic groups. Message in 12 American Cities: National Youth Anti-Drug Media Campaign, Phase II, The ads proved highly effective. Report No. 2," was published in June 1999. The number of youth who agreed The full 337-page document is available that the ads made them "stay away on the Internet at the ONDCP Web site from drugs" increased a substantial www. whitehousedrugpolicy.gov. 8 percentage points between base- line study and follow-up. /7 3f

CONGRESS AND ONDCP JOIN pRCES IN CYBERSPACE

ONDCP recently launched two new anti-drug interactive areas at a Congres- sional Open House on Capitol Hill.The first--www.Freevibe.com--is designed for"tweens and teens," specifically, youngsters between 11 and 13 years of age.The second--the America Online Parents' Drug Resource Center (AOL keyword "Drug Help")--offers valuable advice for ONDCP's adult target group. Rep.Jim Kolbe (R-Ariz.) said the pro- UNITY '99:Journalists of Color Conference attracted more than 8,000 media professionals. grams "will expand our efforts in the war on drugs by entering a relatively online that fighting drugs is one of his JOURNALISTS CHALLENGED TO new and ever-changing battleground-- top priorities. Rep.Johnson told her EXAMINE THE "YOU" IN YOUTH the virtual battleground of ideas and constituents to expect a visit from images that has come flooding through Director McCaffrey, who was planning ONDCP challenged journalists to exam- the World Wide Web .... The Internet is to tour local drug treatment centers. ine their role in influencing youth behav- an amazing asset to our society. It pro- Reps. Silvestre Reyes (D-Texas), ior during the UNITY '99: Journalists of vides a wealth of information at our fin- Mike Mclntyre (D-N.C.),William Luther Color Conference, which took place July gertips. However, we must ensure that (D-Minn.), Ruben Hinojosa (D-Texas), 7-1 ] in Seattle, Washington. The confer- this medium of distributing information and Pete Sessions (R-Texas) also report- ence, held every five years, drew more ..... ~s for us and not against us .... ed the launch and provided other rele- than 8,000 African American, Asian better way to accomplish this vant information, using their Web sites American, Native American, and Hispanic goal than by creating Web sites that or constituent newsletters. Rep. Bill journalists and broadcasters from most help keep our kids off drugs." McCollum (R-Fla.) wrote about the site of the country's major national and com- As part of the launch, members of launches in his newsletter and included munity newspapers, magazines, radio and Congress were given the opportunity to a direct link to the ONDCPWeb site on TV stations, and networks. preview the sites and were asked to his Internet page. Rep.John Baldacci (D- ONDCP hosted a panel titled "News, deliver information about these Maine) issued a press release describing Entertainment and Advertising: Your Role resources to parents and educators in the value of the new Web areas, offer- in influencing Youth Behavior." ABC's their districts. Representatives respond- ing tips for keeping America's kids away Carole Simpson moderated the panel, ed enthusiastically. In addition to let- from drugs, and also providing referral which included special guests Dr. Donald ting constituents know about the sites, advice for parents. Vereen, deputy director, ONDCP;Teresa many provided other information to ONDCP applauds the many mem- Rodriguez, senior correspondent, help keep America's children drug-free. bers of Congress and others who are Univision;Tom Arviso, Jr., editor, Novojo Reps. Frank Wolf (R-Va.), Joe Barton working to spread the news about the Times; Beverly Schwartz, senior vice presi- (R-Texas), and Nancy Johnson (R-Conn.) Freevibe and Parents' Drug Resource dent, Fleishman-Hillard; Lily Pu, partner, posted information about the new Center sites.Their efforts are invaluable Ogilvy & Mather; and Gary Fields, national resources on their congressional Web in delivering important anti-drug infor- reporter, USA Today. sites.Visitors to Rep.Wolf's site find a live mation to people across the country. The session highlighted Campaign link to Freevibe. Rep. Barton stated strategies. It also explored the impact of drug use on different ethnic groups and media representation of minority drug use. Panelists addressed the normaliza- tion of drug use in the media and ways embers of Congress who ore interested in learning more about the Campaign's to reverse the trend.They also explored ~ln ternet links and resources ore invited to contact Jason Goldman at (202) 828-8849 the importance of parents and adult role or by e-moil at [email protected]. models in changing youth behavior. FOR CHILDREN, A DRUG-FREE Research has taught us that a Activities need not be elaborate or TIME ALL THE TIME strong relationship exists between a expensive, but they should be struc- lack of adult-supervised "free" time tured and have adult supervision. Man A necessary part of daily planning for and a young person's susceptibility to opportunities are available through parents is making sure their teenagers substance abuse. When parents year-round programs offered by tradi- are involved in structured activities.Yet engage in positive activities with their tional youth, civic, and religious organi- many parents mistakenly interpret their teenager, they are able to strengthen zations, such as the YMCA, Boys & Girls children's demands for independence their teen's resolve to avoid using Clubs, and local faith communities. as a signal to become less involved in drugs and alcohol. In addition to Local departments of parks and recre- what they do. In reality, young people resistance skills, parents are able to ation offer a wide range of options. need on-going, year-round parental teach their child how to achieve self- Also, volunteerism provides many guidance to help put their time to con- discipline, a positive self-image, and a worthwhile activities that parents and structive use. healthy outlook on life. kids can do together.

"WHAT CAN I DO NOW, MOM, DAD?"

The Department of Health and Human Services Web area "Your Time-Their Future," at www.health.org/yourtime, offers advice for steering young people toward fun, healthy, structured activities. Also helpful are www.Freevibe.com (for youth), AOL's Parents' Drug Resource Center (AOL Keyword,"Drug Help"), www.projectkNOw.com, and www.mediacampaign.org--and the following sites:

The YMCA at www.ymca.net Benton Foundation's Connect for Kids project at www.connectforkids.org Boys & Girls Clubs of America at www.bgca.org The Fellowship of Christian Athletes at www.fca.org Big Brothers Big Sisters of America at www.bbbsa.org America's Promise at www.americaspromise.org The Boy Scouts and Girl Scouts of America at www.bsa.scouting.org and www.girlscouts.org

ONE-STOP SHOPPING FOR letters, Op-Ed pieces, news stories, fact THE SEARCH CONTINUES FOR EVERYTHING "PR" sheets, flyers, ad slicks, and copy from THE BEST PRODUCTS TV and radio public service announce- A new public relations resource, the ments. Also featured are ideas for The Media Tool Kit for Community Action Media Tool Kit for Community Action, multicultural communications activities will be updated periodically. Organiza- promises to deliver ideas, advice, and for the Campaign. Both PR novices and tions that have carried out effective quick relief for just about every PR seasoned pros will appreciate the Tool public relations programs involving need.The user-friendly Tool Kit offers Kit's practical tips for building relations campaign messages are encouraged to background information about the with national, state, and local constituen- submit materials for possible inclusion Anti-Drug Media Campaign and public cies, public and private organizations, in the Tool Kit. relations in . It also contains and the media. samples of some of the most success- The Tool Kit is available this winter Send your success stories and sample ful PR products the Campaign has on the Web at www.mediacompoign.org. products to Cote Cowon, Academy for developed to date. For a single hard copy, please e-mail Educational Development, 1825 The Tool Kit collection includes your request to [email protected] or call Connecticut Ave., NW, Washington, DC @ templates and other materials con- Robin Pearson at (202) 884-8827. 20009-5721. Please note that materials cerning PR events, press releases, pitch cannot be returned. PDFA STUDY SAYS PARENTS' ROLE teens, and 19 percent of white teens parents say it's likely their teen has been IN LOWERING DRUG USE remembered these conversations. offered marijuana; but 53 percent of teens Burke noted, "It's critical to under- say they have been offered the drug. A national study released on April 26, stand that children's perceptions about The latest survey also confirms an 1999, by the Partnership for a Drug-Free drugs and their exposure to drugs earlier PATS findingthat the most critical America (PDFA) reveals that drug use is evolve dramatically from year to year, period for children concerning expo- significantly lower among children and kids need ongoing guidance each sure to drugs comes between 6th and whose parents discuss the subject with step of the way. Many parents simply 7th grades. Marijuana experimentation them on a regular basis. According to don't believe drugs are a problem [for] rates jump from 8 percent to 22 per- the latest Partnership Attitude Tracking their family." cent during this time. Study (PATS),teens who receive anti- According to the PATS,just 14 per- drug messages at home were 42 per- cent of parents say it's possible their cent less likely to use drugs. teen may have used marijuana;yet 42 For more information, the full report is The study also revealed that while percent of teens report that they have available on the PDFA Web site at virtually all parents say they've talked tried the drug.Thirty-seven percent of www.drugfreeomerico.org. with their children about drugs, only 27 percent of teens--about one in four-- say they are learning a lot at home "How Much Have You Percentage of Teens Who Have Used about drug-related risks.'This percent- Learned at Home age can and should be much higher," About Drug Risks?" Marijuana Inhalants LSD Crack/Cocaine says PDFA Chairman James E. Burke. "Increasing the number of teens who Nothing 45% 28% 20% 16% learn at home about the dangers of A Little 33% 22% 11% 9% drugs...could help break the back of the drug problem." A lot 26% 14% 7% 7% Parents believe they are doing their job, but the data suggest otherwise. Source: 1998 Partnership Attitude Tracking Study ~ While 98 percent of parents say they have talked with their children about ,!, J~ "- ~. drugs at least once, only 65 percent of teens recall such a conversation. Only 48 percent of parents of teenagers, and ,/ / ! \ just 53 percent of parents with children v t i / , x' :..... in grades 4 through 6, reported talking with their children about drugs regularly (at least four times) in the past year. Researchers believe several vari- '% ~t " ~,' ~i, ,', ables influence these outcomes, the most obvious being parents' willingness to broach the subject frequently. Other ' L/ factors include parents' full engage- ,~ . ---~-.~., %,, ment in every aspect of their children's -. ,~ ,,~ -,. , "%<, lives, and parents' abilities to speak per- suasively and credibly about drugs. Roughly 57 percent of African- ';.~ .,:,.. American parents surveyed said they talk with their children about drugs reg- 'The Pormership Attitude Tracking Study (PATS),conducted annually since 1986, monitors drug- ularly. For Hispanic parents, the figure related behaviors and attitudes among children, teens, and parents, It is the largesl study on drug- percent, and for whites, 44 per- related attitudes in tt~e and the only Iong-slanding drug survey lo collecl dalo on Jt only 31 percent of African- children as young as eight and nine years of age. The / 998 PATS,conducted for tt~e PDFA by Audits & American teens, 29 percent of Hispanic Surveys Worldwide Inc., surveyed 2,258 pre-teens, 6,852 teenagers, and 809 parents. • 7

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THOUSANDS GET THE MESSAGE AT X-GAMES: ® QI!Y VI!IilYICALo IIOY HIQIIo

The 1999 ESPN X-Games provided an An interactive booth gave young information about X-Games feats with exciting venue for anti-drug messages people a chance to surf the Campaign Campaign-related messages promoting this summer and enabled Campaign Web site www.Freevibe.com, the first healthy lifestyles. representatives to reach out to more Internet site with a drug prevention In addition to those who attended than 200,000 attendees. Held June 25 to theme aimed directly at young people. the games, an estimated one million July 3 in San Francisco, the acclaimed The booth also featured the Campaign teens were exposed to the Campaign's "extreme sports" competition featured Web site www.ProjectkNOw.com, a drug anti-drug messages through the Web, more than 450 of the world's top ath- education area designed for both mid- and millions more through television letes in bicycle stunt riding, sky surfing, die- and high-school-age youth. coverage of the games. skateboarding, street luge, motorcross, In a demonstration of corporate wakeboarding, big-air snowboarding, in- citizenship, athletic-wear company line skating, and sport climbing. Adidas approached ONDCP with a plan Young people and parents who to collaborate on a bicycle stunt QUOTES FROM THE EXTREME EDGE attended the games were exposed to demonstration, featuring some of the Campaign messages in various forms, stars from the famous Haro Bikes Team. Many athletes who participated in the X- including on-site signage, print ads, an The demonstration (available on the Games have chosen to live a drug-free electronic billboard, and autographed Web site www.ProjectkNOw.com) fea- life.They share their thoughts about that~ Freevibe.com stickers that read,"Get tured daring tricks and a drug-free ath- decision in UPDATE. Vertical. Not High." lete serving as emcee, who interspersed

6 Andy Macdonald (Skateboarding) T.J. Lavin (Bicycle Stunts) "Successful skateboarders aren't afraid "When my friends and go to a restau- to fall down. You're Rot going to be a rant or bar, the person buying the failure unless you refuse to get up. drinks always comes back with a tall Drugs hinder getting'back uo. glass of ice water for me.They don't bother asking if I want a beer; the Brian Howard (Skateboarding) answer has always been,'no.'" "Everyone thinks they can handle drugs, that they are different from everybody else. But we're really the same.The down- o fall just happens faster for some people."

Paul Zitzer (Skateboarding) I . / o "1 know many people wno could nave ,/ had it all but chose the aatn (~f drugs. I shake my head in wonaer. Mow can they give up something they ove so much for something tllat takes every- ttqing they have?"

7~J. Lown Hans Florine (Rock Climbing) "There's a natura high that comes with competing. I don't use drugs and I can't have climbing partners who are using drugs either.They just wouldn't have ..... what it takes to compete at my level .... I have climbed the face of Yosemite's El / " / Capitan three times in one day.Who needs drugs when you have El Capitan?" o -D "\,\ 0 Eitan Kramer (In-Line Skating) I ~. ~/: />' ' "It's important for me to maintain control of my senses. I spend / most of my time going ",~ to college, studying and ' skating. I know how to man- "...... age my hectic life without drugs, If I used drugs, I would never know when they'd take control of me."

Colin Mackay (Bicycle Stunts) "My goal at the X-Games was to place in the top ten, and I did that the first day. It is a better high than any drug could be, because it's real."

Complete quotes from X-Gomes stars may be found at www.projectkNOw.com/xgames. _] ]

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Director McCaffrey meets with anchor Tracey Smith and a gathering of young people at Channel One's Town Hall event.

STUDENTS, DIRECTOR MEET AT high schools--about 40 percent of the To obtain a videotape of the 12-minute CHANNEL ONE'S TOWN HALL EVENT nation's secondary schools--reaching broadcast featuring the Town Hall evenl some 8 million youngsters in the Cam- call Kim Johnson at Channel One in Los An enthusiastic, energy-charged group paign's targeted age group of 11 to 18 Angeles at (323) 860-1245. For more infor- of youngsters filled the Channel One years.This extraordinary access makes mation about Channel One Network's taping studio in Los Angeles, , Channel One an invaluable partner in classroom news project, contact Kathy on March 17.The occasion:a candid the Campaign. Goodman at Channel One offices in conversation with 's drug The Town Hall event was produced Georgia at (770) d 13-0444. policy director, Barry R. McCaffrey.The by Channel One as part of its pro bona Town Hall meeting, sponsored by Media commitment to the Campaign.Young- Campaign partner Channel One and sters asked Director McCaffrey a variety anchored by Channel One's Tracey of questions on topics such as genera- Smith, gave 75 students of middle- and tional comparisons of drug use, the high-school age the chance to share responsibility of sports and entertain- 1 "~" / % their questions and concerns with ment celebrities to serve as role mod- Director McCaffrey about drugs and els, drug use depictions in movies and related topics. television, marijuana and other "gate- Channel One Network is owned by way" drugs, and definitions of "hard" Primedia and has been part of American and "soft" drugs. - / i , school life for almost a decade. Every The following day, Channel One's day, the station transmits 12 minutes of 12-minute newscast was devoted national and world news into the class- exclusively to the Town Hall event, rooms of ] 2,000 middle and senior benefiting students across the nation. PHASE IIh NEW FLIGHTING behavior change experts. For example, STRATEGY LIFTS OFF the "Resistance Skills" platform teaches young people how to refrain from try- In the first two phases of the Media ing drugs, while the platform called Campaign, awareness of specific anti- "Negative Consequences" conveys the drug ads increased by as much as 14 message that trying drugs has harmful percent.Campaign plans for Phase III effects.Yet another,"Effective Parenting include the production of fewer, highly Strategies," teaches parents how to DRUG PREVENTION SCHOOL effective advertisements, with a focus communicate persuasively with their NEWS BUREAU ESTABLISHED on specific themes and messages. youngsters about the negative conse- In addition, in September, the Cam- quences of using drugs and also pro- The Media Campaign recently established paign deployed a media strategy known vides advice to parents about keeping the Straight Scoop News Bureau, online as "flighting." With flighting, all Campaign children drug-free. at www.straightscoop.org. A novel advertising, as well as non-advertising By flighting each message plat- approach to increasing the frequency outreach programs, highlight a single form over a four- to five-week period, of drug-related information in school- message platform. If the message plat- the ONDCP Campaign ensures strong based media, the program calls for the form is "Norm Education,"and the mes- media exposure.The strategy also regular dissemination of related sage is "the coolest kids don't do drugs," allows local and national organizations research, resources, story ideas, and this message appears across every to organize their programs to coincide other information to middle- and high- media outlet and in non-advertising with Campaign flighting schedules, school students who are involved with programs. which reinforces the impact of their school newspapers, Webzines, TV, and With fiighting, a message platform own prevention efforts. radio news programming. appears for a specified time (from four ONDCP is encouraging school prin- to five weeks) before a different plat- cipals and journalism advisors to partici- form flight begins.A hiatus of one or )pate in this program. If you would like two weeks separates tile flights. Research For more information about the Media to provide input or be included on the shows that consistent fiighting maxi- Campaign's flighting schedule, visit the distribution list, please send your name, mizes the impact of focused messages Web site www.mediacampaign.org. organizational affiliation, occupation, on target audiences. and communication preferences (e-mail, Specific message platforms have fax, or regular mail) to Donna Hicks at been designed for youth and parents, [email protected]. based on the scientific counsel of

PHASE III FLIGHTING SCHEDULE

Sept 1999 Oct Nov Dec Jan 2000 Feb Mar Apr May Jun

YOUTH Television Norm Positive Resistance Negative Norm Positive Resistance Negative Print Education Consequences Skills Consequences Education Consequences Skills Consequences Radio Outdoor Internet

ADUBS Television Personal Parenting YourChild Perceptions Personal Parenting Your Child Perceptions Print Efficacy Skills at Risk of Harm Efficacy Skills at Risk of Harm

Internet NEW STUDY LOOKS AT DRUGS songs gives ONDCP a valuable tool for ARE YOU ON OUR LIST? IN MOVIES AND SONGS collaborating with the entertainment industry while also encouraging To inform and involve stakeholders, t A new study, released jointly by ONDCP parental action. Campaign sends out timely information and the Substance Abuse and Mental In announcing the study findings, via e-mail, fax, the Internet, and regular Health Services Administration (SAMHSA) Director Barry McCaffrey stressed the mail. If you are interested in receiving of the Department of Health and Human importance of depicting the dangers of Campaign updates on program initia- Services at a packed press conference drugs more realistically in movies and tives, resources, partnership opportuni- on April 28, underscores the potential music."Drugs, alcohol, and tobacco are ties, and other topics, please send an for the entertainment industry and par- a reality of American life," said McCaffrey. e-mail to [email protected] or fax us at ents to play important roles in protect- "But they need to be tied to consequences (202) 884-8448, Attn: Partner Database, ing kids from the dangers of drugs.The that are realistic." to be added to the distribution list. report, titled Substonce Use in Populor The study was prompted in part by Include the following information in Movies and Music, examined the 200 the fact that America's teenagers are your message: most popular movie rentals and 1,000 heavy consumers of motion pictures of the most popular songs from 1996 and popular music. ONDCP is presently Name and 1997. engaged in similar research concerning Organizational affiliation Findings revealed that 98 percent television series, with completion antici- Mailing address of the movies depicted substance use, pated by the end of the year. Phone number with 22 percent depicting illicit drugs. Fax number An analysis of popular songs revealed a E-mail address dramatic difference among music cate- Reseorch for the study was carried out by Organization Web site gories, with substance use references Mediascope, a nonprofit organizdtion most often found in Rap. Illicit drugs concerned with responsible depictions of were mentioned in 63 percent of Rap social and health issues in the medio, por- songs, versus 10 percent in other cate- ticularly os they relate to youth. Leod MISSING A BACK ISSUE? @ gories. Overall, 27 percent of the 1,000 researchers were Donald E Roberts, Ph.D., songs surveyed contained a clear refer- and Lisa Henriksen, Ph.D., Stonford Universi- UPDATE is available online at ence to either alcohol or illicit drugs. ty, and Peter G. Christenson, Ph.D., Lewis www.mediocampaign.org. The first national research effort to ond Clork College. The report is avoiloble quantify the frequency and nature of at www.mediacompaign.org/inthenews/ substance use messages in movies and medioscope.h tml.

MOVIES, MUSIC, AND DRUGS: TEACHING CHILDREN TO SEPARATE FACT FROM FICTION SUBSTANCE USE Research shows that parents need to help their children become alert, informed IN POPUL viewers.To support that goal, ONDCP and SAMHSA offer parents these simple tips: ~/ Monitor what children see and hear, including video and music rentals and M vI] purchases. ~/ Use movies and songs as catalysts for discussing alcohol, tobacco, and drugs with young people.

v' Ensurethat youngsters understand the negative consequences of drug use, which may not always be apparent in the media.

10 CALENDAR II Substance Abuse Prevention Month (October).

Faith Night '99, a series of events for African American, Hispanic, and Asian youth in faith com- munities (October 8, 15, 22, and 29).

National Red Ribbon Week (October 23-31) www.redribbonworks.org. The Beaverton Together after-school program puts out the welcome mat for Director McCdffrey. FFA's"Body and Soul" PSA Contest Launch (October 27-30 CAMPAIGN IN THE COMMUNITY: THE DIRECTOR COMES TO TOWN in Louisville, Ky.) www.ffa.org.

It isn't every day that a recipient of one "My school, Highland, is a pretty "Let's Kick Hepatitis Challenge," of the first Drug-Free Communities Act nice place to be," he said."lt's calm. Hepatitis Foundation grants can share center stage with the Fights aren't breaking out.There aren't International (November 9 in nation's drug policy director. But on [any] drugs. Kids are pretty accepting of Atlanta, Ga.) www.hepfi.org. :ch 15, representatives of the Beaver- each other.We have things to do after Together after-school program did school.We have a place where we CADCA National Leadership just that, enjoying a memorable dinner know it will be safe." Forum (December 1-4 in and festivities with Barry McCaffrey, Washington, D.C.) www.cadca.org. Director of the Office of National Drug Control Policy. The Oregon Partnership offers d toll-free The dinner, celebrating drug pre- Helpline, on electronic youth advisory and vention in Oregon, was hosted by the peer-to-peer education network, policy Oregon Partnership, a statewide, non- advocacy, and a resource center with For more information about these and profit alcohol and drug prevention and drug-related informGtion in English and other special national events, please treatment referral group. More than Spdnish. To receive information, visit the visit the Campaign Web site at 200 people from state, county, and Web site at www.orparmership.org, www.mediacampaign.org. community groups attended the contact Judy Cushing, executive director, event, which featured a musical per- at (503) 244-521 I, or send an e-mail to formance by a local high-school string [email protected]. quartet and a presentation of the col- ors by the Boy Scouts of America. One of the youngest participants, Andrew Waller, delivered some of the most moving words. An 8th grader, Andrew takes part in the Beaverton \ yo,, co . Together after-school program. He spoke about the impact of the pro- .... ll on his life and how it has given hope and confidence about the future.

11 MEDIA MATCH UPDATE National Organizations Local Organizations

The National Youth Anti-Drug Media o 100 Black Men o National Inhalant Prevention Campaign is an Unprecedented effort Coalition (Austin,Texas) o Do Good, Mentor a Child, that leverages federal funding with a Save the Children USA o GRASP(Gang Rescue and Support pro bono matching program. Pro bono Project, Denver, Colorado) opportunities are open to all.The o Mothers Against Drunk Driving o Big Brothers and Sisters (Evansville, organizations on the right are but a few o President's Council on Physical Indiana) of those participating recently. Fitness and Sports O If you represent a national organi- o The Peers Influence Peers Partner- o National Council on Alcohol and zation and want to become involved in ship, Inc. (New York, New York) Drug Dependency a media match, contact Lea Werbel at o Partnership for a Drug-Free PA o Recording Artists, Actors, and the Ad Council at (212) 984-1936,or at (Scranton, Pennsylvania) [email protected]. If you represent a Athletes Against Drunk Driving local organization, please contact Zac o National Council of Teachers of Brousseau at the American Advertising Mathematics Federation at (202) 898-0089, or visit o National Crime Prevention Coalition www. aaforg/on dcp. htm. o National Fatherhood Initiative

EXECUTIVE OFFICE OF THE PRESIDENT U.S. POSTAGE FEES PAID Office of National Drug Control Policy JESSUP, MD Washington, DC 20503 PERMIT NO. O 4030 O