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President Clinton unveiled a new campaign aimed at reducing drug use among teenagers earlier this year. The campaign, which both Democrats and Republicans support, will use $195 million worth of federal funds and hundreds of millions of dollars of donated funds to deliver powerful messages denouncing drug
use in the national media. It will also
use the Internet and interactive
media; sponsor initiatives with the
entertainment and sports industries;
and foster partnerships with
corporations and community, civic,
and professional groups.
"By using the full power of mass
media to change youth attitudes, we
can cut youth drug use,'' said Barry
McCaffrey, Director of the White
House Office of National Drug
Control Policy. "Preventing children
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from ever trying drugs requires the
use of mass media. That's where kids
take their cues."
To reach 9- to 18-year-olds, their
parents, and teachers, the campaign
will use professional advertising
agencies, which will purchase
prime-time media exposure.
"Advertising and mass media alone will
not solve the drug problem," said
McCaffrey. "But through this integrated
campaign of powerful media messages
reinforced by parents, schools,
religious leaders, athletic leagues,
community organizations, health
professionals, and others, we will make
a measurable impact on the way youth
think and feel about drugs."
- What is the purpose of the new anti-drug campaign?Answer
- How does the new campaign plan to reach young people?Answer
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