The White House Office of National Drug Control Policy (ONDCP) is launching its first major effort to educate parents about teen prescription drug abuse. The campaign begin with advertising during tthe Super Bowl,and is ONDCP's first paid TV advertising targeting
parents in nearly two years. The effort includes broadcast, print and
online advertising and community outreach. 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.