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ABC began its monthlong campaign against teen drug abuse
Saturday, including public service announcements in every
hour of network broadcast time and programming on the issue
in every daypart. The campaign, called "ABC's March
Against Drugs," is not only a commitment to public service,
but an experiment by the network to see if devoting its PSA
time to a single issue over a sustained period can be more
effective, according to ABC Television Network president
David Westin. The PSAs will include those provided by the
Partnership for a Drug Free America, which has long
provided antidrug spots for broadcasters, and
announcements using ABC series personalities. The latter
will promote a hotline number, being underwritten by the
U.S. Department of Education, that will supply callers with
a resource guide, "How to Raise Drug Free Kids." ABC News
will cover drugrelated stories on its programs, and
entertainment shows such as "Home Improvement" and "Grace
Under Fire" will include story lines with antidrug
messages. ABC's leading daytime series "General Hospital"
has already introduced two story lines dealing with drug
abuse. The issue will also be addressed during ABC Sports'
halftime coverage of college basketball and on "Wide World
of Sports." The campaign will culminate with a "ABC Town
Hall Meeting" on March 30 at 7 p.m.