Nation’s Leading Cable Company To Deliver Messages of “Hope, Help and Warning”


WASHINGTON, D.C., Oct. 16th – Comcast, the country’s leading cable and broadband communications provider, today announced a three-year cross-channel advertising commitment on its cable systems in 35 states to help the Partnership for a Drug-Free America® increase exposure for anti-drug advertising. Valued at $50 million, this is the largest single upfront commitment of advertising from a major media company to The Partnership in the organization’s history.

“This unprecedented upfront commitment from an industry leader like Comcast represents the best in corporate social responsibility,” said Steve Pasierb, president and CEO of The Partnership. “Thanks to Comcast, millions of Americans will be getting more of the types of drug-education messages that can make a real, measurable impact.”

With 21 million customers, Comcast is the market leader in eight of the top 20 U.S. markets, and serves 70% of all cable customers in the top 20 markets. Comcast’s cable systems offer a powerful and flexible advertising platform, which the company will make available to The Partnership.

“We’re pleased to be able to use our advertising inventory, as well as our products and services, to help the Partnership for a Drug-Free America deliver messages of ‘hope, help, and warning,’” said Steve Burke, president of Comcast Cable. “Our 55,000 employees have a personal and business interest in making a difference in the communities we call home.”

The majority of initial campaign messages will focus on educating viewers on Ecstasy and methamphetamine abuse, as well as encouraging parents to make “knowing the whereabouts of their teens” a high priority. Over time, the campaign increasingly will focus on regional needs and drug threats. The Partnership’s messages will air on a wide range of cable networks on Comcast systems across a variety of dayparts, including prime time.

“One of the key advantages of our relationship with Comcast will be the ability to address regional issues, given their broad footprint,” Pasierb said. “In markets like Baltimore, Philadelphia, Boston, Miami, Chicago, Detroit, Minneapolis, Denver and Seattle, Ecstasy is either an emerging or an established threat to teens, so we can concentrate on campaigns targeting this drug. In other regions, other drugs, such as methamphetamine, are more problematic and will be the focus of our efforts. Working with Comcast gives us the ability to tailor the message mix to the market’s needs.”

Research released today by The Partnership¹ reports a strong correlation between exposure to anti-drug messages and parental action. The data report that parents who are exposed to more anti-drug ads are more likely to talk with their kids about the risks and dangers of drugs, and are more likely to do so frequently and thoroughly (see related news release). That’s critical, Pasierb noted, because kids who learn a lot about the risks of drug use at home are up to 54 percent less likely to use drugs².

The commitment announced today centers on building advertising exposure for Partnership campaigns and will grow to leverage other Comcast resources, including Web- and community-based components.

¹ 2003 Partnership Attitude Tracking Study parent data.
² 2002 Partnership Attitude Tracking Study teen data, released February 11, 2003.

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Headquartered in Philadelphia, Comcast Cable is a division of Comcast Corporation, a developer, manager and operator of broadband cable networks and provider of programming content. Operating in 17 of the United States' 20 largest metropolitan areas, Comcast is one of the leading communications, media and entertainment companies in the world. Providing basic cable, Digital Cable, high-speed Internet and telephone services, Comcast is the company to look to first for the communications products and services that connect people to what's important in their lives. The company's 55,000 employees, in six divisions, serve more than 21 million customers.

The Partnership for a Drug-Free America® is a private, non-profit coalition of professionals from the communications industry. Best known for its national, drug-education advertising campaign, The Partnership exists to help kids and teens reject substance abuse by influencing attitudes through persuasive information. The Partnership’s State/City Alliance Program supports The Partnership’s mission at the local level. The Partnership receives major funding from The Robert Wood Johnson Foundation and financial support from more than 200 private sector corporations. The Partnership accepts no money from alcohol or tobacco manufacturers. All actors in The Partnership’s ads appear pro bono through the generosity of the Screen Actors Guild and the American Federation of Television and Radio Artists.