Pubdate: Sat, 12 Feb 2000
Source: Milwaukee Journal Sentinel (WI)
Copyright: 2000, Milwaukee Journal Sentinel.
Contact:  414-224-8280
Website: http://www.jsonline.com/
Forum: http://www.jsonline.com/cgi-bin/ubb/ultimate.cgi
Author: Barry R. McCaffrey, director Office of National Drug Control Policy 
Washington, D.C.

ANTI-DRUG TV CAMPAIGN PLAYS IMPORTANT ROLE

In response to the editorial "Government's TV script review deal worrisome" 
(Jan. 18), the government and TV networks are not involved in secret 
collusion. The Youth Anti-Drug Media Campaign is a matter of public law and 
has been conducted openly.

Congress sensibly requires media outlets to match federal anti-drug 
advertising dollars on a one-for-one basis. Networks, magazines and 
newspapers may elect to make this match with content, public-service 
activities or free advertising. We take seriously concerns about the 
campaign's pro bono match procedures.

There can be no suggestion of federal interference in the creative process. 
In the future, we will review programs for pro bono match consideration 
only after they have aired.

Congress has wisely allowed our office to fashion anti-drug messages in 
television programming. We fulfill this mandate by making available expert 
scientific advice and technical assistance through a behavior change expert 
panel and the National Institute on Drug Abuse. Since illegal drugs cost 
this country more than $100 billion and 52,000 deaths a year, this media 
campaign addresses a vital issue of public health.

We are enormously proud of our hundreds of media partnerships. Drug use by 
America's youth declined 13% from 1997 to 1998. We are convinced that if we 
continue to emphasize drug prevention, juvenile drug use rates will drop 
further.
- ---
MAP posted-by: Keith Brilhart