ANTI-DRUG CAMPAIGN

In an innovative marketing campaign, the federal government has spoken
directly to young people through the media they pay attention to, asking
them what keeps them away from illegal drugs. The nation ought to listen to
what the youngsters are saying.

The imaginative four-month-long advertising campaign has been run by Barry
McCaffrey, the director of the White House Office of National Drug Control
Policy, and paid for by Congress. This year's campaign is part of a
five-year, $185 million-a-year national anti-drug multimedia effort
targeted at youth.

Ads in various media including TV programs that appeal to youth have asked
youngsters to describe what things in their lives help them avoid drugs.
More than 25,000 children replied, two-thirds of them through the Internet
and the rest through old-fashioned mail. Some sent in one word; others
wrote essays or poems, drew pictures or sent photos

Music came in No. 1 on the list of things children credit with keeping them
away from drugs. Family was second, followed by sports.

The government's campaign has taken the responses and used them as material
for new ads featuring some of the children who responded to the "What's
Your Anti-Drug?" question. One that has aired on television already is
titled "Dancing."

The ad campaign is cleverly using real kids in hopes that what they have to
say will mean more to their peers than exhortations from adults. It also is
creating ads targeted at adults -- "Love: The Anti-Drug" and
"Communication: The Anti-Drug" -- to emphasize their role.

The importance of listening to what young people have to say extends beyond
this marketing campaign. The frequency and passion with which many of them
talk about the role of music and sports in their lives is a strong argument
for supporting arts and athletics programs in schools and community
organizations. Youngsters who get caught up in band or soccer or volleyball
or a variety of activities that give their lives structure and meaning are
less likely to be tempted by drugs.

It's also a welcome eye-opener to learn that families came in a strong
second on the list of effective "anti-drugs." Parents dealing with
adolescent rebellion often feel that their children aren't paying attention
to them. The response to this ad campaign suggests that children may be
listening more than they let on.

News from the anti-drug campaign is heartening. According to McCaffrey, a
1999 survey by the Department of Health and Human Services says that 72
percent of 12- to 17-year-olds have not tried illegal drugs. Opening lines
of communication with youths may help even more of them find their "anti-drug."