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ONDCP Launches First Major Initiative to Combat Teen Prescription Drug Abuse
Date:1/24/2008

s to recognize that not all drug threats to their teens come from the street corner. Prescription drugs are in practically every home and parents can have an immediate impact on stopping teen prescription drug abuse."

Research shows many parents are not aware of teen prescription drug abuse and are not discussing the dangers with their teens. Only a third of parents (36%) have discussed the risks of prescription drugs with their teen, even though research shows that parental disapproval is a powerful way to keep teens away from using drugs.

"The need has never been greater for parents to learn the facts about this dangerous behavior which has become entrenched among teens," said Steve Pasierb, President and CEO of The Partnership. "Partnership research indicates that both parents and teens have a perilous misconception that abusing medicines is safer than using street drugs, and that is simply not true. Parents are the most important influence in helping teens make healthy choices, and talking about the dangers of intentional prescription and OTC drug abuse must be at the forefront of parent-teen conversations. We applaud ONDCP for their responsiveness to the data on this issue and for their action to alert more parents to the facts."

The ad concepts underwent extensive focus group testing before production and were subjected to rigorous quantitative testing -- involving parents and teens -- before airing. The effort also includes the following advertising and non-advertising elements, which will unfold in the coming months and continue through May of this year, reaching over 90 percent of our target parent audience:

-- Two television ads, the first of which launches during primetime Super

Bowl viewing. Both ads will run on 27 networks nationwide for more than

two months;

-- An Open Letter to parents in 43 national and regional newspapers such

as The New York Times, The Chicago Tribune, and The Los
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SOURCE White House Office of National Drug Control Policy
Copyright©2008 PR Newswire.
All rights reserved

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