Policy:The ads-$1billion worth-will be on TV, radio, the Internet and in
newspapers.

Alanta-Updating "just say no" with images to "knock America upside the
head," President Clinton and House Speaker Newt Gingrich announced an
anti-drug campaign aimed at bombarding the nation with $1 billion in
hard-hitting ads over the next five years.

Starting Thursday night on network TV, the government campaign - bigger
than last year's huge Nike and Sprint campaigns for comparison - intends to
hit both parents and kids at least four times a week with graphic images of
drugs' destructiveness and children's vulnerability.

"These ads were designed to knock America upside the head and get America's
attention and empower all of you," Clinton told an audience of mostly
children.

The ads were in 75 Thursday morning newspapers. Though the bulk of the
campaign will focus on TV, ads produced free by some of Madison Avenue's
premiere agencies will also run on radio, billboards and the Internet.

Gingrich pledged to try to win congressional approval for expanding the
$195 million, one-year campaign into a five-year, $1 billion taxpayer
investment in stopping youth drug use. And the government will ask media
outlets to match the federal money dollar for dollar.

At least $150 million of this year's appropriation will be spent directly
on air time targeting middle-schoolers. That, according to 1997 Advertising
Age figures, is more than Nike or Sprint spent to air single-brand ads.

Based on a study of the test campaign, Barry McCaffrey, Clinton's drug
policy director, acknowledged it could be three years before anyone knows
whether the ads are actually driving down drug use. Some doubted the ads'
effectiveness.

The Lindesmith Center, a research project of philanthropist George Soros,
said the money would be better spent on after-school programs and drug
treatment.