Partnership for Drug-Free Kids

Partnership for a Drug-Free AmericaPartnership for a Drug Free AmericaThe Partnership at Drugfree.org
The Partnership for Drug-Free Kids, first known as the Partnership for a Drug-Free America (PDFA) then later as the Partnership at DrugFree.org, is a New York City-based non-profit organization which runs campaigns to prevent teenage drug and alcohol abuse in the United States.wikipedia
188 Related Articles

This Is Your Brain on Drugs

this-is-your-brain-on-drugs
The organization is perhaps best known for its iconic TV ad This Is Your Brain on Drugs, but it had made over 3,000 ads by 2011 while pursuing a flexible strategy.
This Is Your Brain on Drugs was a large-scale US anti-narcotics campaign by Partnership for a Drug-Free America (PDFA) launched in 1987, that used three televised public service announcements (PSAs) and a related poster campaign.

Ginna Marston

Ginna Sulcer Marston
Among the initial group was Los Angeles "ad guru" Phillip Joanou, Thomas Hedrick, Doria Steedman, and Ginna Marston from the Ted Bates advertising agency.
Ginna Sulcer-Marston (born Ginna Sulcer February 19, 1958 in Chicago, Illinois) is an American advertising executive notable for anti-drug public service advertising campaigns at the Partnership for a Drug Free America, a nonprofit consortium of advertising professionals which ran targeted media campaigns to unsell illegal drugs.

I learned it by watching you!

For example, in one commercial an angry father grills his son about where he learned to smoke pot, and his teenage son retorts ironically: "YOU, alright!? I learned it by watching you!" with the narrator concluding, "Parents who use drugs have children who use drugs."
"Like Father, Like Son" also known as I learned it by watching you! was a large-scale United States anti-narcotics campaign by Partnership for a Drug-Free America.

National Youth Anti-Drug Media Campaign

The Partnership holds a special position under law within the National Youth Anti-Drug Media Campaign of the Office of National Drug Control Policy.
The Media Campaign cooperates with the Partnership for a Drug-Free America and other government and non-government organizations.

Daniel Burke (executive)

Daniel BurkeDan BurkeDaniel B. Burke
Key executives from The New York Times Company, Procter & Gamble, USA Network and others such as Daniel Burke of Capital Cities sat on the Partnership's board of directors.
His philanthropic efforts included serving as Chairman Emeritus of NewYork–Presbyterian Hospital and as director of Partnership for a Drug-Free America.

My Future Self 'n' Me

The South Park episode "My Future Self 'n' Me" reflects on some campaigns run by the PDFA.
In the DVD commentary, Parker and Stone stated that they were inspired to do the episode after seeing an advertisement by The Partnership For A Drug-Free America which linked marijuana use to terrorism.

Nonprofit organization

non-profitnon-profit organizationnonprofit
The Partnership for Drug-Free Kids, first known as the Partnership for a Drug-Free America (PDFA) then later as the Partnership at DrugFree.org, is a New York City-based non-profit organization which runs campaigns to prevent teenage drug and alcohol abuse in the United States.

United States

American🇺🇸U.S.
The Partnership for Drug-Free Kids, first known as the Partnership for a Drug-Free America (PDFA) then later as the Partnership at DrugFree.org, is a New York City-based non-profit organization which runs campaigns to prevent teenage drug and alcohol abuse in the United States.

Cocaine

cokecocaine traffickingcrack
It focused efforts to "unsell" illegal drugs such as cocaine, heroin, prescription drugs, marijuana, MDMA, and others, as well as discouraging abuse of alcohol and nitrous oxide, by breaking away from a standard public service approach and doing a coordinated media campaign.

Heroin

diamorphinediacetylmorphinesmack
It focused efforts to "unsell" illegal drugs such as cocaine, heroin, prescription drugs, marijuana, MDMA, and others, as well as discouraging abuse of alcohol and nitrous oxide, by breaking away from a standard public service approach and doing a coordinated media campaign.

Prescription drug

prescriptionprescription drugsprescription medication
It focused efforts to "unsell" illegal drugs such as cocaine, heroin, prescription drugs, marijuana, MDMA, and others, as well as discouraging abuse of alcohol and nitrous oxide, by breaking away from a standard public service approach and doing a coordinated media campaign.

Cannabis (drug)

marijuanacannabispot
It focused efforts to "unsell" illegal drugs such as cocaine, heroin, prescription drugs, marijuana, MDMA, and others, as well as discouraging abuse of alcohol and nitrous oxide, by breaking away from a standard public service approach and doing a coordinated media campaign.

MDMA

ecstasymethylenedioxymethamphetamineE
It focused efforts to "unsell" illegal drugs such as cocaine, heroin, prescription drugs, marijuana, MDMA, and others, as well as discouraging abuse of alcohol and nitrous oxide, by breaking away from a standard public service approach and doing a coordinated media campaign.

Television

TVtelevisedtelevisions
While the organization has focused drug prevention advertising on broadcast media such as television, there are signs in recent years that it is shifting media support to emerging channels such as video-on-demand, digital technology and particularly the Internet.

Harvard Business School

HarvardBusiness SchoolHarvard University
The organization's marketing experience was written up as a 58-page marketing "case study" for study by students at the Harvard Business School.

Timeline of United States history

1920s1930s1960s
The 1960s and 1970s had been turbulent years, marked by wider acceptance of drugs than in previous decades, as well as a consumer culture encouraged by advertising in mass media.

Consumerism

consumeristconsumer societymass consumption
The 1960s and 1970s had been turbulent years, marked by wider acceptance of drugs than in previous decades, as well as a consumer culture encouraged by advertising in mass media.

Mass media

mediapressmedia company
The 1960s and 1970s had been turbulent years, marked by wider acceptance of drugs than in previous decades, as well as a consumer culture encouraged by advertising in mass media.

Tobacco control

anti-smokinganti-tobaccoanti-smoking campaign
There had been sporadic efforts by anti-smoking groups to discourage cigarette smoking, and tobacco company executives learned that sales would decline overall if pro-smoking ads were shown in the same proportions as anti-smoking ads.

Crack epidemic

crack cocaine epidemiccrack boom86 crack blitz
At the time the Partnership was created, the nation was in the throes of the crack cocaine epidemic.

American Association of Advertising Agencies

AAAA4A’sAAAA (American Association of Advertising Agencies)
In the mid-1980s, a small group of advertising professionals with wide–ranging experience on diverse campaigns, and working in conjunction with a nonprofit trade association called the American Association of Advertising Agencies, proposed a marketing campaign not to sell one more product or service, but rather to un-sell teenaged drug abuse.

Ted Bates (advertising firm)

Ted BatesBates ClarionTed Bates & Company
Among the initial group was Los Angeles "ad guru" Phillip Joanou, Thomas Hedrick, Doria Steedman, and Ginna Marston from the Ted Bates advertising agency.

Public service announcement

PSApublic service announcementsPSAs
In earlier decades, public service ads or PSAs had been shown by networks whenever it had been convenient for their schedules, regardless of the intended audience of the ad. Many PSAs aired late at night when most people had gone to sleep.

Marketing research

consumer researchresearchmarket research
Like a commercial campaign, the effort would conduct marketing research by studying teenagers and parents in depth using focus groups to understand their motivations, as well as conduct quantitative research using nationwide random-sample surveys as part of a recurring longitudinal investigation.

Focus group

focus groupsdiscussion groupsfocus testing
Like a commercial campaign, the effort would conduct marketing research by studying teenagers and parents in depth using focus groups to understand their motivations, as well as conduct quantitative research using nationwide random-sample surveys as part of a recurring longitudinal investigation.