Press Release
FOR IMMEDIATE RELEASE
Contact: Jennifer de Vallance 202–395–6618
March 5, 2002
(Washington, DC) An unprecedented online effort to help parents keep their children from using illegal drugs earned top honors for effective and innovative use of the Internet, the Office of National Drug Control Policy (ONDCP) reported today. PR Week, a national publication for public relations professionals, named the National Youth Anti-Drug Media Campaign's Web site for parents (www.TheAntiDrug.com) the "New Media Site of the Year" at a ceremony in New York. The competition included entries from corporations, non-profit organizations, and government agencies.
"The Internet is a critical avenue for reaching young people and parents, and this award validates our commitment to using new media in our drug prevention efforts," said John P. Walters, Director of National Drug Control Policy. "Creative use of the Internet is an important part of our campaign to help young people reject illicit drugs and to help parents raise drug-free children."
TheAntiDrug.com Web site was recognized for creating an online community where parents can learn and share drug prevention strategies. The Media Campaign's comprehensive interactive strategy includes a suite of nine Web sites tailored to specific target audiences including the flagship sites Freevibe.com for youth and TeachersGuide.org for educators. The Media Campaign's Web sites have collectively garnered over 37 million page views and over 15 million user sessions to date. Over 10,000 site visitors have signed-up for free bi-weekly drug prevention parenting tips.
Judges for the PR Week award also praised the Media Campaign for developing online partnerships with other federal agencies, drug prevention organizations, health and parenting groups and commercial Web portals that parents frequent, such as Oxygen, Lycos and About.com. These partnerships have resulted in millions of Internet users being exposed to Campaign messages.
"The Media Campaign's interactive strategy offers factual information in an appealing format, and counterbalances the many Web sites that perpetuate myths and misperceptions of drug use," Walters said.
In 1998, with the bipartisan support of Congress and the President, ONDCP created the National Youth Anti-Drug Media Campaign, an effort designed to educate and empower youth to reject illicit drugs. Counting on an unprecedented blend of public and private partnerships, non-profit community service organizations, volunteerism, and youth-to-youth communications, the Campaign is designed to reach Americans of diverse backgrounds wherever they live, learn, work, play and practice their faith. The Media Campaign's interactive program is managed with support from Fleishman-Hillard International Communications. The Web sites and online activities are in compliance with all relevant policies of the White House Office of Management and Budget.
For more information on the National Youth Anti-Drug Media Campaign and links to its Web sites, visit www.mediacampaign.org.
