This campaign is scheduled to start as of early 2002, said Sconyers. He said the RFP will be publicly announced so that any agency may bid. The previous list that was used, he said, included firms with backgrounds in cause marketing. But characters in the film say drug use is mostly harmless, inevitable among youth, and there's no way to stop it. Be Done in Workplace Participation by employers will be sought since the PR effort will be directed to parents in their workplaces via five, two-hour sessions on company time.
Parents are used to undergoing training in the workplace, it is stated.
Partnerships will also be sought with many of the 50 or so other anti-drug groups. Help from local PRSA chapters will be sought with one goal being enlisting as many volunteers as possible including retireds, fellows and senior members. These can include free admissions to a science museum or tickets for a family to attend an event. Research will be done to see if parents are actually carrying the anti-drug messages to their children but not whether the children are obeying the messages. Jackson was 1980 president of PRSA and has continued as an active leader in it.