New Initiative Urges Early Action against Teen Drug Use.

The nation’s Drug Czar, John P. Walters, unveiled a new national Spanish-language advertising campaign that urges and empowers Hispanic parents to take early action to stop youth drug use. The ads are part of the Office of National Drug Control Policy’s (ONDCP) National Youth Anti-Drug Media Campaign early intervention outreach initiative, which includes news media outreach, community partnerships, and online and print resources in English and Spanish aimed at Hispanic parents.

“Any drug use puts our young people at risk, so it is critical that parents and other adults take early action if they suspect a teen is using drugs,” said Director Walters. “We know the important role that families play in Hispanic communities, and that’s why our new effort enlists parents and other adults to intervene against teen drug use. We are partnering with leading Hispanic-serving organizations to provide parents, grandparents, and other adults who influence youth the tools and resources that can help them stop teen drug use.”

Research shows that many Hispanic parents do not realize their child may be at risk, and aren’t sure what they can do to make a difference. But they are often the best line of defense in stopping youth drug use. According to a recent study, two-thirds of Hispanic teens see great risk of upsetting their parents and losing the respect of family and friends if they smoke marijuana.

“Our research has found that while Hispanic parents tend to recognize youth drug use is a problem, they don’t believe it will necessarily affect their children,” said Steve Pasierb, president & CEO of the Partnership for a Drug-Free America. “This campaign is designed to reassure Hispanic parents that if they should discover their child has become involved with drugs, they can do something about it. There are tools and resources to help them intervene and take action for their kids.”

According to the U.S. Census, Hispanics are the youngest, largest, and fastest growing ethnic population in the United States. Approximately 12 percent of youth marijuana treatment admissions involve Hispanics and among all Hispanic youth treatment admissions, marijuana was the primary substance of abuse 48 percent of the time, according to the Department of Health and Human Services’ Substance Abuse and Mental Health Services Administration (SAMHSA).

The television, radio, and print ads previewed today were created by Mendoza Dillon & Asociados, in coordination with the Partnership for a Drug-Free America. The ads, which begin airing nationwide next week, demonstrate the importance of early action from loved ones in helping teens who have started using drugs. The ads also point parents and other influential adults to online and print resources. The ads can be viewed online at http://www.MediaCampaign.org or http://www.LaAntiDroga.com.

As part of the Hispanic early intervention effort, a new bilingual brochure to help parents who suspect their teen is using drugs or drinking. Entitled ¿Sospecha Que Su Adolescente Está Consumiendo Drogas o Bebidas Alcohólicas? / Suspect Your Teen Is Using Drugs or Drinking?, the brochure was developed with input from leading health, education and business organizations serving the Hispanic community and includes information about the signs and symptoms of drug use and things parents can do to stop it. In addition, the brochure contains facts about marijuana and other illicit drugs and specific communication tips, conversation starters, and other resources to help parents prevent and stop teen drug use. Free copies are available by calling the National Clearinghouse for Alcohol and Drug Information, (800) 788-2800, (877) SIN-DROGAS (for Spanish) or through http://www.LaAntiDroga.com.

The brochure is endorsed by the American Academy of Pediatrics, the National PTA, Alianza para un Puerto Rico Sin Drogas, Interamerican College of Physicians and Surgeons, Inc, National Association of Community Health Centers, Inc, Partnership for a Drug-Free America, and the U.S. Hispanic Chamber of Commerce Foundation.

The Media Campaign also has a Spanish-language Web site, http://www.LaAntiDroga.com, for Hispanic parents and adults. http://www.LaAntiDroga.com provides drug information, prevention strategies, and tips on raising healthy, drug-free children, along with advice from substance abuse prevention experts and other parents and a regular Spanish-language parenting tips newsletter.

The Hispanic early intervention initiative is part of the Media Campaign’s larger multicultural effort that includes advertising and outreach to diverse audiences. The advertising and messages are science-based and reviewed by a Behavioral Change Expert Panel composed of professionals with experience developing behavior change communications for ethnic audiences.

In 1998, with bipartisan support, Congress created the National Youth Anti-Drug Media Campaign with the goal of educating and enabling young people to reject illicit drugs. The Campaign is an integrated communications effort that combines advertising with public communications outreach to deliver anti-drug messages and skills to America’s youth, their parents, and other influential adults.