Dr. Kumpfer presented last January to the White House Office of National Drug Control Policy (ONDCP) as part of the Advisory Board of Dr. Kerby Alvy’s National Effective Parenting Initiative (NEPI) on the importance of targeting parents in media campaigns. Luckily the ONDCP media contractors who were in attendance and with support of ONDCP’s Robert Denniston, Director of the National Youth Anti-Drug Media Campaign, listened and launch their first major Federal effort to educate parents about teen prescription drug abuse.
This national public awareness campaign began with advertising during this year’s Super Bowl, and is ONDCP’s first paid TV advertising targeting parents in nearly two years since highly successful Parents the Anti-Drug media campaign. Their prior effort was also designed by ONDCP’s former Director, General Barry McCaffrey, after being presented data by Dr. Kumpfer, Director of SAMHSA’s Center for Substance Abuse Prevention (CSAP) on the importance of parents in preventing drug abuse in their children. The new media campaign effort includes broadcast, print, and online advertising, community outreach, and new print and online resources to help parents and communities combat the troubling trend of teen prescription drug abuse. The Administration will leverage $14 million to generate nearly $30 million in advertising. The ads were made in collaboration with the Partnership for a Drug-Free America (The Partnership), with pro bono creative provided by Draftfcb New York. Watch for more of these ads targeting parents to help prevent prescription medication abuse in your community.
For more information for parents and practitioners about this important media campaign and the important role parents play in drug prevention, go to http://theantidrug.com/pdfs/prescription_report.pdf