Keyword Search Engine Buy Seeks to Interrupt Teens Searching for Steroid Information on the Web

New York, NY, September 17, 2008 – Major League Baseball (MLB) and the Partnership for a Drug-Free America today introduced a first-of-its-kind microsite at drugfree.org/playhealthy that focuses on educating teens on the dangers of illegal steroids and other performance enhancing substances (PES). The site also provides parents, caregivers and coaches effective tools to guide conversations with teens at-risk, helping them drive home the message that it’s not worth risking your health, and possibly your life, just to get ahead in sports.

Many teens use the Internet to search for information about steroids before deciding to use them. In an effort to communicate the dangers of steroids to teens searching online, the Partnership and MLB have launched the site with a keyword search engine buy that works to actively interrupt the search and redirect teens to drugfree.org/playhealthy, where they can get the straight story and learn the health risks of using performance enhancing substances.

“It is imperative that we continue working with the Partnership to promote the importance of Playing Healthy,” said Major League Baseball Commissioner Allan H. (Bud) Selig. “This initiative is critically important in reaching teens that aspire to achieve and win in competitive sports, but may be considering a very dangerous course to get there.”

“Performance enhancing substances are especially dangerous for teens, as their bodies and brains are still developing,” said Steve Pasierb, president and CEO of the Partnership for a Drug-Free America. “This new effort not only provides the most comprehensive information and tools to address this serious health issue, but allows us to actively reach teens at risk — those searching for steroid use information on the Web — and give them the truth about the dangers of using performance enhancing substances.”

In addition to drug-specific information, highlights of the site include a downloadable free Talk Kit to help guide parents and coaches in their conversations about the value of healthy competition and the dangers of PES use and a blog called “Coaches Corner” where visitors can connect with each other and weigh in on this issue.

Over the last several years, MLB and the Partnership have reached parent and teen fans with educational messages through national advertising campaigns aimed at inspiring American youth to live a healthy life, while urging parents to talk to their kids about the risks associated with the use of steroids.

The latest research from the University of Michigan’s Monitoring the Future study shows a decline in steroid use among our nation’s youth. Since 2001, there has been a statistically significant decrease of 33 percent among 8th, 10th and 12th graders who have reported past month use of steroids and a 45 percent decrease in past year use over the same period.

“Educating our youth and their parents about the dangers of steroids and performance-enhancing substances plays an important role in fighting illegal drug use,” said Commissioner Selig. “I am very pleased that our association with the Partnership for a Drug-Free America is showing positive results but we still have much to do.”

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