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New Ads and Web Site Inspire Teens to Resist Negative Pressures and Reject Drug Use
WASHINGTON, D.C., OCTOBER 31, 2005 – The Office of National Drug Control Policy’s National Youth Anti-Drug Media Campaign today announced the launch of a new advertising and online campaign aimed at teens aged 14 to 16 that encourages them to live “above the influence” and reject the use of illicit drugs.
“Above the Influence” launches on November 2 with a powerful series of television, print and interactive advertisements that tap into the power teens gain when they resist negative influences that compromise their values and aspirations. While overall youth drug use is down 17 percent since 2002, marijuana remains the drug of choice for 14- to 16-year-olds. Teens in high school today face competing pressures that can contribute to risky behaviors, including the use of marijuana, other illicit drugs and alcohol, and sexual activity. These behaviors are positioned as “under the influence” and the new brand calls on teens to rise “above” them. Staying “above the influence” is recognized by teens as being the polar opposite of being “under the influence” of both illicit drugs and those who pressure teens to use drugs.
“Over the past three years, the Media Campaign has contributed to significant reductions in teen drug use,” said John P. Walters, Director of the Office of National Drug Control Policy. “But as teens evolve, our approach to reaching them must do the same. This new youth brand reflects the realities of teens’ lives today.”
“Research with teens illustrates clearly that they aspire to have their own identity and not give in to all the pressures in their lives,” said Roy Bostock, chairman of the Partnership for a Drug-Free America. “The ‘Above the Influence’ campaign conveys respect for teen desires to resist negative influences.”
The advertising contractor, Foote Cone & Belding, created the brand working under the direction of ONDCP and in partnership with the Partnership for a Drug-Free America. It is the result of extensive qualitative and quantitative research with teens to ensure the Campaign speaks with a message and voice relevant to today’s teens. Foote Cone & Belding also created the series of advertisements as a pro bono agency of the Partnership for a Drug-Free America. All the advertisement executions of the concept were then shared with dozens of teen focus groups before being selected for production. Brand and behavioral experts were consulted throughout the creative process, and all the television ads were subjected to rigorous quantitative copy-testing before airing.
Initial advertisements focus on introducing and defining the new brand. The TV spots will air on teen-targeted programs across 12 cable networks, such as MTV, Fuse and The N, and major broadcast networks like Fox, WB and UPN. Interactive support will also begin on November 2 on 18 Web sites such as Yahoo, GameSpy and IGN.com. National print ads will launch in early November in 23 highly targeted titles such as Teen People, Skateboarder, J-14 and Playstation magazines. In addition to TV, print and online, a variety of non-traditional out-of-home vehicles will be utilized to reach teens in environments that reflect their culture and lifestyle. “Above the Influence” TV spots will target teens at the “moment of decision” in places like malls, arcades, gaming stores and cinemas.
The media plan expects to deliver over 1 billion total teen impressions during the first six months and expose a typical teen to at least three “Above the Influence” messages in a given week. The total paid budget for the launch phase amounts to $25 million in advertisements from November 2005 through April 2006. However, the actual value of the advertising buy is doubled through in-kind advertisements provided by the media outlet as required by the Media Campaign’s legislative authority. With this pro-bono advertising match, the advertising value exceeds $50 million.
Extending the message of the advertising, the Media Campaign will also launch a new Web site on November 2, www.AbovetheInfluence.com, addressing a variety of pressures teens face, mainly the pressure to use drugs, but also including fitting-in, self esteem, body image, materialism, bullying and sexual activity. The site includes interactive features to engage visitors such as quizzes, games and blog icons to share with friends.
For more information on the ONDCP National Youth Anti-Drug Media Campaign, visit www.MediaCampaign.org
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