An integrated communications program to support Campaign advertising Nearly a year of research went into the design of the Campaign. Experts were consulted in the fields of behavior change, drug prevention, teen marketing, advertising, and communications, as were representatives from professional, civic and community organizations. Core Messages to Youth Most of the people you look up to and respect don't use drugs. Young people can learn how to make good decisions to resist negative peer pressure. Every child is at risk for drugs, even yours.
Parents play a key role in whether their child abuses drugs.
Be aware of the harmful effects of inhalants and marijuana on your child's life and future. This pro bono match can take many forms, such as free advertising space or time, newspaper inserts, and sponsorship of community events. Completed television ads representing each Campaign message are tested for effectiveness prior to airing. Unintended negative effects are also checked. A central component of the Campaign's entertainment outreach strategy is a series of roundtables designed to give writers and producers access to some of the nation's foremost experts.