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Super Bowl Ad Addresses Teen Drug Abuse

  • Ad Age, Friday, January 25, 2008 11:16 AM
A new spot from the White House drug office that will debut during the Super Bowl features a drug dealer complaining that his business is down because teens are getting high from abusing drugs in the medicine cabinet. It's part of a 12-week multimedia campaign that -- for the first time -- switches the focus from teens to their parents, and delivers a loud warning that it's no longer just illegal drugs that put teens at risk.

Spending on the drug ad program has been declining. Only $60 million was authorized by Congress this year, less than half of the $130 million requested and less than one-third of the spending in the campaign's early days. The cuts led the drug office to suspend a second campaign aimed at parents and influencers and to concentrate on teens.

The $14 million push, which will get $28 million in airtime, was produced by Interpublic Group of Cos.' DraftFCB for the Partnership for a Drug-Free America. Draft is the drug office's agency, but the creative is produced by a number of agencies.

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