Keep anti-drug ads on target

June 1999
Advertising Age;6/14/1999, Vol. 70 Issue 25, p36
Trade Publication
This article argues that the U.S. federal government's anti-drug campaign in 2005 should be focused on illegal drugs instead of including underage drinking as an additional target being proposed by the Congress and some lobbying groups. Diverting the focus in year two of a five-year program will muddy the answer to the question: Can marketing techniques, backed by multimillion-dollar budgets, reduce the numbers of people taking illegal drugs? The U.S. until now has not used mass advertising on this scale to tackle the drug problem, and the research on its effects will likely influence the course of drug education efforts for years to come.


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