The ads are the first ever based on new behavioral research into how to most effectively communicate anti-drug information targeting American Indian youth, their parents and other adult caregivers. That means American Indian parents, and every parent in America, need to understand that they can make a huge difference in their children's lives by talking about drugs. The new advertising research was conducted in May 2000 at three locations including Fairbanks, Alaska, Billings, Montana. and Phoenix, Arizona. New advertisements developed from this research began airing in July in key American Indian markets across the country, including Oklahoma, New York, California and South Dakota. On August 31, the 1999 National Household Survey on Drug Abuse was released by the Substance Abuse and Mental Health Services Administration.
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In less than two years, the Campaign's messages have become ubiquitous in the lives of America's youth and their parents.