ONDCP LAUNCHES NEW TEEN BRAND, ‘ABOVE THE INFLUENCE'

** New Ads and Web Site Empower Teens to Resist Negative Pressures and Reject Drug Use **

The Office of National Drug Control Policy's National Youth Anti-Drug Media Campaign launched a new advertising and online campaign for teens aged 14 to 16 that encourages them to live "above the influence" and reject the use of illicit drugs and other negative pressures.

"Above the Influence" officially launches in November with a powerful series of television, print and interactive advertisements that tap into the power teens gain when they resist negative influences that compromise their values and aspirations. While overall youth drug use is down 17 percent since 2002, marijuana remains the drug of choice for 14- to 16-year-olds. Teens in high school today face competing pressures that can contribute to risky behaviors, including the use of marijuana, other illicit drugs and alcohol, and sexual activity. These behaviors are positioned as "under the influence" and the brand calls on teens to rise "above" them. "Above the Influence" is recognized by teens to be the polar opposite of being under the influence of illicit substances.

The "Above the Influence" brand is the result of extensive qualitative and quantitative research the Office of National Drug Control Policy (ONDCP) initiated with teens to ensure the Campaign is speaking with a message and voice relevant to today's teens. In order for those messages to be relevant, research has shown they need to come through a teen-to-teen voice.

The advertising contractor, Foote Cone & Belding, created the brand working under the direction of ONDCP and in partnership with the Partnership for a Drug- Free America. It is the result of extensive qualitative and quantitative research with teens to ensure the Campaign speaks with a message and voice relevant to today's teens.

Foote Cone & Belding also created the series of advertisements as a pro bono agency of the Partnership for a Drug-Free America. All the ad concepts were then shared with dozens of teen focus groups before being selected for production. Brand and behavioral experts were consulted throughout the creative process, and all the television ads were subjected to rigorous quantitative copy-testing before airing.

"Above the Influence" grounds the anti-drug messaging in an appealing and inspirational theme. It supports a teen's ability to "make the right decisions"
and resist drug use, and it provides a realistic and resonant reflection of teen lives. "Above the Influence" is a brand that impacts all teens: girls and boys; older teens and younger ones. It also takes into account different sensibilities and attitudes. The Campaign will maintain "Parents: The Anti- Drug" as the parent brand.

All of the advertising will drive teens to a new Media Campaign Web site, http://www.AbovetheInfluence.com. Unlike the Campaign's original teen site, http://www.Freevibe.com, AbovetheInfluence.com goes beyond drugs, addressing a variety of pressures teens face, including fitting-in, self esteem, body image, materialism, bullying and sexual activity. The site includes interactive features to engage visitors such as quizzes, games and blog icons to share with friends. Freevibe.com, a site that provides more in-depth drug information and receives nearly one million monthly visits, will continue to remain an active Web site.

Research has shown that this brand resonates with teens because it is perceived as coming from a teen voice, providing credible and relevant information. Given the value that teens place on their independence and their ability to make decisions for themselves, the Media Campaign believes "Above the Influence" is a more powerful approach to anti-drug outreach that challenges teens to live above negative influences and guides them in making decisions without directly telling them what to do.

In an effort to introduce the brand to teens and to maintain the spirit of the brand's concept, the Media Campaign's strategy for the first six months of the launch is to deliver these messages to teens from popular media sources that resonate with them, instead of more conventional adult-dominated sources.
Initial television advertisements focus on introducing and defining the new brand. Ads will be placed in environments that reflect teen culture and lifestyle, including teen-targeted television programming, national print and teen publications and a heavy focus on the Internet.

In addition, "Above the Influence" TV spots will target teens at the places outside their homes where they may be at risk of using or being offered marijuana. These "moment of decision" locations include places like malls, arcades, gaming stores and cinemas. To ensure that the messages take on credibility with teens, without appearing to have an adult, agenda-driven filter, it is important that the tone of the message be in context with the lives of teens today. In the coming months, the Media Campaign will work on developing guidelines and materials for how the brand can be adapted by interested organizations and stakeholders.

The ads can be viewed at http://www.mediacampaign.org/atiads. The username is ONDCPATI and the password is viewmcads1.

***************************************
MEDIA CAMPAIGN FLASH is your source for the latest news on the National Youth Anti-Drug Media Campaign. Feel free to forward this information to your community partners and announce this information on your Web site or in your organizational newsletter. Free materials from the Media Campaign are available to distribute in your community. Please contact us via e-mail at nyac@theantidrug.com to request a listing of available resources or to place an order.

ABOUT THE MEDIA CAMPAIGN: The White House Office of National Drug Control Policy's National Youth Anti-Drug Media Campaign reaches youth ages 9-18, with emphasis on adolescents aged 14 to 16, their parents and other adults who influence choices young people make to lead drug-free lives. For more information on the Media Campaign, check out http://www.MediaCampaign.org.

This e-mail was sent by: National Youth Anti-Drug Media Campaign

750 17th Street, NW
Washington, DC, 20503,
USA