Partnership for a Drug-Free America
Encyclopedia
The Partnership for a Drug-Free America (PDFA) is a non-profit organization that helps parents prevent, intervene in and find treatment for drug and alcohol use by their children. Bringing together renowned scientists, parent experts, and communications professionals, the Partnership translates current research on teen behavior, addiction, and treatment into easy to understand resources.
It holds a special position under law within the National Youth Anti-Drug Media Campaign
of the Office of National Drug Control Policy
.
History=
In the mid-1980s, a small group of advertising professionals discussed how to best use their talents to address the nation’s drug problem. They thought, if advertising could be used to sell products, couldn’t it be used to unsell them as well?
This core team formed the Media-Advertising Partnership for a Drug-Free America, a concept for a non-profit organization born from the American Association Advertising Agencies (AAAA). The idea was to harness the power of the media to turn the tide on teen drug abuse. This goal was implemented by compelling research-based consumer advertising. At the time the Partnership was created, the nation was in the throes of the crack cocaine epidemic. The Partnership focused its efforts to help reduce demand for those drugs through public service advertising (PSA) campaigns.
The organization first entered the wider public consciousness in 1987, with its This is Your Brain on Drugs
broadcast and print public service advertisements
(PSAs), which used the analogy that if a person's brain is an egg, then using illegal drugs would be like frying it. This advertisement became a hallmark for the organization.
The Partnership has won numerous advertising and efficacy awards for its PSA campaigns. Over the past two decades, the public service advertisements have grown to target more illegal drugs like heroin, methamphetamine, ecstasy, marijuana, and others.
of the Village Voice that their federal tax returns showed that they had received several million dollars worth of funding from major pharmaceutical
, tobacco
and alcohol
corporations including American Brands (Jim Beam
whiskey), Philip Morris
(Marlboro and Virginia Slims
cigarettes, Miller beer), Anheuser Busch (Budweiser
, Michelob, Busch beer), R.J. Reynolds (Camel
, Salem
, Winston
cigarettes), as well as pharmaceutical firms Bristol Meyers-Squibb, Merck & Company and Procter & Gamble
. From 1997 it has discontinued any direct fiscal association with tobacco and alcohol suppliers, although it still receives donations from pharmaceutical companies.
In the comedy film Harold & Kumar Go to White Castle
(2004
), John Cho
and Kal Penn
's characters are watching the Harmless PSA while intoxicated from marijuana. The advertisement in question features two teen boys smoking marijuana; one of them handles a gun and then fatally shoots himself, saying, "I'm so high, nothing can hurt me!".
On a segment of The Daily Show
, Ed Helms
showed a PDFA advertisement in which a stoned teenager takes out a gun and, not realizing that it is loaded, shoots his friend. At the end of the PSA Helms says, "Obviously this is a very effective commercial... for gun control. Come on parents, what were you thinking, leaving a loaded gun around teenagers? Are you high or something?"
The South Park
episode "My Future Self 'n' Me" reflects on some campaigns run by the PDFA.
The Family Guy
episode "Boys Do Cry
" featured the character Meg lying on the couch deflated in reference to a PDFA commercial.
It holds a special position under law within the National Youth Anti-Drug Media Campaign
National Youth Anti-Drug Media Campaign
The National Youth Anti-Drug Media Campaign is a current domestic government propaganda campaign in the United States conducted by the Office of National Drug Control Policy within the Executive Office of the President of the United States with the goal to "influence the attitudes of the public...
of the Office of National Drug Control Policy
Office of National Drug Control Policy
The White House Office of National Drug Control Policy , a former cabinet level component of the Executive Office of the President of the United States, was established in 1989 by the Anti-Drug Abuse Act of 1988...
.
History=
In the mid-1980s, a small group of advertising professionals discussed how to best use their talents to address the nation’s drug problem. They thought, if advertising could be used to sell products, couldn’t it be used to unsell them as well?
This core team formed the Media-Advertising Partnership for a Drug-Free America, a concept for a non-profit organization born from the American Association Advertising Agencies (AAAA). The idea was to harness the power of the media to turn the tide on teen drug abuse. This goal was implemented by compelling research-based consumer advertising. At the time the Partnership was created, the nation was in the throes of the crack cocaine epidemic. The Partnership focused its efforts to help reduce demand for those drugs through public service advertising (PSA) campaigns.
The organization first entered the wider public consciousness in 1987, with its This is Your Brain on Drugs
This is Your Brain on Drugs
This Is Your Brain on Drugs was a large-scale US anti-narcotics campaign by Partnership for a Drug-Free America launched in 1987, that used two televised public service announcements and a related poster campaign.-1987 version:...
broadcast and print public service advertisements
Public service announcement
A public service announcement or public service ad is a type of advertisement featured on television, radio, print or other media...
(PSAs), which used the analogy that if a person's brain is an egg, then using illegal drugs would be like frying it. This advertisement became a hallmark for the organization.
The Partnership has won numerous advertising and efficacy awards for its PSA campaigns. Over the past two decades, the public service advertisements have grown to target more illegal drugs like heroin, methamphetamine, ecstasy, marijuana, and others.
Criticism
PDFA was the subject of criticism when it was revealed by Cynthia CottsCynthia Cotts
Cynthia Cotts is a journalist who began working in the New York publishing world in the late 1980s and who most recently worked as the senior editor of Paros Life, a monthly magazine for ex-pats on the Greek island of Paros, in the Cyclades. In addition to her interest in modern Greek language and...
of the Village Voice that their federal tax returns showed that they had received several million dollars worth of funding from major pharmaceutical
Pharmaceutical company
The pharmaceutical industry develops, produces, and markets drugs licensed for use as medications. Pharmaceutical companies are allowed to deal in generic and/or brand medications and medical devices...
, tobacco
Tobacco industry
The tobacco industry comprises those persons and companies engaged in the growth, preparation for sale, shipment, advertisement, and distribution of tobacco and tobacco-related products. It is a global industry; tobacco can grow in any warm, moist environment, which means it can be farmed on all...
and alcohol
Brewery
A brewery is a dedicated building for the making of beer, though beer can be made at home, and has been for much of beer's history. A company which makes beer is called either a brewery or a brewing company....
corporations including American Brands (Jim Beam
Jim Beam
Jim Beam is a brand of bourbon whiskey produced in Clermont, Kentucky. It is currently one of the best selling brands of bourbon in the world. Since 1795 , seven generations of the Beam family have been involved in whiskey production for the company that produces the brand, which was given the name...
whiskey), Philip Morris
Philip Morris USA
Philip Morris USA is the United States tobacco division of Altria Group, Inc. Philip Morris USA brands include Marlboro, Virginia Slims, Benson and Hedges, Merit, Parliament, Alpine, Basic, Cambridge, Bucks, Dave's, Chesterfield, Collector's Choice, Commander, English Ovals, Lark, L&M, Players and...
(Marlboro and Virginia Slims
Virginia Slims
Virginia Slims is a brand of cigarette manufactured by Altria Group . The brand was introduced in 1968 and marketed to young professional women using the slogan "You've come a long way, baby." Some media watch groups considered this campaign to be responsible for a rapid increase in smoking among...
cigarettes, Miller beer), Anheuser Busch (Budweiser
Budweiser
Budweiser is a German adjective describing something or someone from the city of České Budějovice in Southern Bohemia, Czech Republic.Beer brewing in České Budějovice dates back to the 13th century...
, Michelob, Busch beer), R.J. Reynolds (Camel
Camel (cigarette)
Camel is a brand of cigarettes that was introduced by American company R.J. Reynolds Tobacco in the summer of 1913. Most current Camel cigarettes contain a blend of Turkish tobacco and Virginia tobacco. Early in 2008 the blend was changed as was the package design.-History:In 1913, R.J...
, Salem
Salem (cigarette)
Salem is a brand of cigarettes introduced in 1956 by the R.J. Reynolds Tobacco Company as the first filter-tipped menthol cigarette. Its name derives from Winston-Salem, North Carolina, the city where RJR was founded and headquartered...
, Winston
Winston (cigarette)
Winston cigarettes are manufactured by R.J. Reynolds Tobacco Company or its newer incarnation as RJR Nabisco and/or its affiliates.The brand was introduced in 1954, and became the best-selling brand of cigarettes in the United States...
cigarettes), as well as pharmaceutical firms Bristol Meyers-Squibb, Merck & Company and Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
. From 1997 it has discontinued any direct fiscal association with tobacco and alcohol suppliers, although it still receives donations from pharmaceutical companies.
Satire
Some of the campaigns run by the PDFA have been either satirized or referred to in popular media.In the comedy film Harold & Kumar Go to White Castle
Harold & Kumar Go to White Castle
Harold & Kumar Go to White Castle is a 2004 American stoner film and the first installment in the Harold & Kumar series...
(2004
2004 in film
The year 2004 in film involved some significant events. Major releases of sequels took place. It included blockbuster films like Shrek 2, Harry Potter and the Prisoner of Azkaban, The Passion of the Christ, Meet the Fockers, Blade: Trinity, Spider-Man 2, Alien vs. Predator, Kill Bill Vol...
), John Cho
John Cho
John Yohan Cho is an American actor and musician, best known for his roles in the American Pie films and the Harold & Kumar films . He also starred in the critically acclaimed hit film Better Luck Tomorrow...
and Kal Penn
Kal Penn
Kalpen Suresh Modi , best known by his stage name Kal Penn, is an American film and television actor, producer, and civil servant....
's characters are watching the Harmless PSA while intoxicated from marijuana. The advertisement in question features two teen boys smoking marijuana; one of them handles a gun and then fatally shoots himself, saying, "I'm so high, nothing can hurt me!".
On a segment of The Daily Show
The Daily Show
The Daily Show , is an American late night satirical television program airing each Monday through Thursday on Comedy Central. The half-hour long show premiered on July 21, 1996, and was hosted by Craig Kilborn until December 1998...
, Ed Helms
Ed Helms
Edward Paul "Ed" Helms is an American actor and comedian known for his work as a correspondent on The Daily Show with Jon Stewart, as Andy Bernard on the US version of the sitcom/mockumentary The Office and for his role as Dr. Stu Price in The Hangover films.- Early life :Helms was born and raised...
showed a PDFA advertisement in which a stoned teenager takes out a gun and, not realizing that it is loaded, shoots his friend. At the end of the PSA Helms says, "Obviously this is a very effective commercial... for gun control. Come on parents, what were you thinking, leaving a loaded gun around teenagers? Are you high or something?"
The South Park
South Park
South Park is an American animated television series created by Trey Parker and Matt Stone for the Comedy Central television network. Intended for mature audiences, the show has become famous for its crude language, surreal, satirical, and dark humor that lampoons a wide range of topics...
episode "My Future Self 'n' Me" reflects on some campaigns run by the PDFA.
The Family Guy
Family Guy
Family Guy is an American animated television series created by Seth MacFarlane for the Fox Broadcasting Company. The series centers on the Griffins, a dysfunctional family consisting of parents Peter and Lois; their children Meg, Chris, and Stewie; and their anthropomorphic pet dog Brian...
episode "Boys Do Cry
Boys Do Cry
"Boys Do Cry" is the fifteenth episode of Family Guy's fifth season, originally airing on the Fox TV Channel on April 29, 2007. The episode follows the Griffin family after Lois gets a job as an organist at the local church, and she insists that the rest of the family go to church with her...
" featured the character Meg lying on the couch deflated in reference to a PDFA commercial.
External links
- Official PDFA website
- aef.com, showcases select PDFA case histories
- http://rinf.com/alt-news/business-news/prescription-drugs-kill-300-percent-more-americans-than-illegal-drugs/4837/ Autonomous Media Network
- Interview at PMAKid.com