Kids and drugs
It's time for a national media campaign

Drug use among adults in America has declined nearly 50 percent since
1985. So why aren't we celebrating?

Because more young people than ever are snorting, sniffing, smoking,
shooting and ingesting every kind of illicit drug imaginable.

Among eighth and 10thgraders, illegal drug use has doubled since 1992,
according to a study by the Partnership for a DrugFree America. At
least 20 percent of this nation's 45 million children under age 12 have
been offered illicit drugs. Seven Plano[Tx] youths have died from heroin
overdoes since December, according to police.

At this rate, America will face another drug epidemic by the end of this
century unless Congress and the American people are willing to support
an unprecedented media campaign to convince young people not to fall
into the trap.

Pending in Congress is a $16 billion federal drug budget that commits
$175 million to purchase primetime media exposure for antidrug
advertising geared to children.

The time for this kind of hardhitting national campaign against drugs
is long overdue. A decade ago, the Partnership for a DrugFree America
helped curtail drug use among youngsters with a wave of effective ads.

But with the networks in a tough struggle with cable channels over
advertising, time available for public service announcements has all but
dried up. And, unfortunately, the number of news stories on TV about
illegal drugs also has declined.

Members of Congress must realize that it costs money to get the message
out. McDonald's spends nearly $600 million a year to sell hamburgers. It
isn't too much to invest $175 million to save kids.

Ads would not be geared solely to youngsters. There also will be strong
messages about the role parents can play in helping their children make
right choices.

This won't be the "Just Say No" kind of advertising from the Reagan
administration. One ad shows a beautiful model talking about her drug
use. While talking, she removes her makeup, false eyelashes and finally
false teeth to show the ravages of her addiction.

Many movies today have let teenagers think taking drugs is all right. We
need to give them the other side of the story. That's what this
ambitious advertising assault on a looming crisis will do.