The Partnership for Drug-Free Kids’s advocacy effort to stop Urban Outfitters – a national retail store popular with teens – from selling products made to look like prescription drug bottles, received an Honorable Mention at the PRNews Nonprofit PR Awards, on Wednesday, February 26.
Our work was nominated in the “Advocacy Campaign and Lobbying Efforts” category and was recognized for the use of a wide range of strategies (e.g. media, special events, Web content) where outcomes demonstrated change.
Last year, the Partnership for Drug-Free Kids learned that Urban Outfitters was selling pint glasses, flasks and shot glasses made to look like prescription pill bottles. Tongue-in-cheek products that normalize and promote prescription drug abuse reinforce the misperception about the dangers associated with abusing medicine and put more teens at risk. Therefore, we urged our supporters, online communities, partners and the public at large to ask Urban Outfitters to remove the products from their stores and website immediately.
After nearly a month a half of our campaign, Urban Outfitters made a statement on Friday, June 14, 2013 via CNN online that they would remove the prescription pill bottle themed products from their stores and website.