The creative execution followed an exhaustive audit of attitudes and perceptions of the target audiences of parents, teens, and kids. From coast to coast, researchers talked with many parents and children about drug attitudes, peer pressure, and family dynamics. Each ad is a call to action designed specifically for the different elements of the Campaign, which include network and cable television, radio, magazines, newspapers, outdoor billboards, transit advertising, and other media. Overall, the Spanish-language Campaign is aligned with the general market message platforms and media scheduling. However, close attention is paid to important ethnic differences and the need for cultural relevancy across all Campaign elements.
Advertising reaches Hispanic parents through both traditional and non-traditional vehicles.
TV ads are seen nationally on the Univision, Telemundo, Galavision, and Gems networks, in addition to 11 markets selected based on the concentration of their Hispanic populations. Other advertising elements include four print ads, placed in newspapers and magazines, such as People en Espanol, Ser Padres, Selecciones, and Latina. Outdoor billboards are posted in local neighborhoods and communities. And radio advertising airs nationally and on local stations. Additionally, all the advertising encourages Hispanic parents to call a toll-free number to receive a Spanish language brochure that will further empower them to take action in their children's lives.