DMA Builds On Anti-Drug Effort.

The White House Office of National Drug Control Policy (ONDCP) announces a partnership between The Direct Marketing Association (The DMA) — the largest trade association for businesses interested in direct, database and interactive marketing — and the National Youth Anti-Drug Media Campaign.

Through this partnership, The DMA will promote the Media Campaign and a variety of participation opportunities to its 4,700 member companies. Individual companies can get involved by using their direct marketing expertise and influence to deliver anti-drug messages to parents and youth nationwide. For example, some of the association’s member companies already have supported the Media Campaign by including youth drug prevention messages in more than 20 million direct mail pieces; through signage and displays in thousands of retail locations; by developing and promoting customized online content; and by distributing existing drug prevention materials to customers and employees.

Ten members of The DMA have already partnered with the Media Campaign: AT&T; Blue Cross Blue Shield Association; Borders Group, Inc.; Capital One; Lillian Vernon Corporation; Lycos; Northrop Grumman; Synapse Group, Inc.; TJX Companies; and TMP Worldwide. Each company is using its unique resources, brand reputations and communications infrastructures to enhance the Media Campaign’s reach to target audiences through either in-kind donations of goods and services or financial contributions to underwrite advertising, programs and materials.

“The considerable reach, influence and relationships of America’s leading direct marketers can play an important role in our youth drug prevention efforts,” said ONDCP Director John P. Walters. “These companies are not only delivering messages about the dangers of youth drug use to parents and youth across the country, but also distributing tested information and resources families need to address this important issue.”

The DMA is promoting the Media Campaign to its member companies through its daily e-mail bulletin, 3D, and its bi-monthly publication, The DMA Bottom Line. In addition, The DMA is posting articles about the Media Campaign on its Web site, DMA Interactive, with links to the Campaign’s Web sites, and The DMA is also supporting its workforce by providing its employees with the Media Campaign’s parenting resources. “DMA member companies reach consumers each day through some of the world’s most powerful marketing efforts,” said H. Robert Wientzen, president & CEO, The DMA. “When the Media Campaign approached The DMA to tap our expertise to help keep America’s kids drug free, we readily agreed to become a partner as well.”

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