Partnership For A Drug Free America Extends Anti-Drug Message To Hispanic Audiences.

Parents and the extended community star in “Heroes,” a new Hispanic campaign for the Partnership for a Drug Free America. Created by the Dallas unit of Publicis Sanchez & Levitan, the Hispanic marketing agency of Publicis U.S.A., the campaign targets parents and reinforces the importance of keeping kids away from drugs. The multi-media effort, which is part of the National Youth Anti-Drug initiative, highlights the impact of good parenting on a child’s decision to not use drugs. “Heroes” consists of three spots.

— “La Jefa” (The Boss) features a mom who sets strict rules for her son relating to communication, curfews, and drug use. The viewer witnesses the mother’s difficult task of enforcing rules on a frustrated teenager testing his independence. Her diligence pays off when the teen declines the offer to smoke marijuana, reinforcing the message that parents “are more powerful than they know.” A voiceover tells viewers, “She doesn’t love being tough, she’s tough because she loves.” She is “The Boss.”

— “El Pregunton” (Mr. Questions), shows a father intent on keeping drugs out of his daughter’s life. He constantly asks where she’s going, who she’s with and whether there will be drugs, including marijuana, at her various social events. His concern pays off when she declines the offer of a joint. The message: Asking the right questions demonstrates caring and a caring environment makes teens think twice before accepting drugs.

— “La Resistencia” (The Resistance) delivers a community message by introducing the neighborhood as an extended family watching out for kids when their parents are not present. In “La Resistencia” friends and neighbors are enlisted as eyes and ears in keeping kids away from drugs.

“Research has shown that teens are less likely to use marijuana if their parents are strongly opposed to it,” said Bea Bartolotta, senior vice president and director of creative development at The Partnership. “By setting rules and enforcing them, as difficult as that may be, parents can be more effective at keeping their kids away from marijuana.” “The three concepts are based on very strong Hispanic imagery, caring parents, an extended family of friends and neighbors and the universal teen experience of answering for their whereabouts,” said Noemi Ricalo, vice president/group account director at Publicis Sanchez & Levitan, Dallas. “The entire PS&L team is proud to have been involved in getting the anti-drug message to our community.” The Hispanic “Heroes” campaign was adapted from a campaign developed by Publicis sister agency Burrell (Chicago).