ONDCP Launches Initiative to Raise Public Awareness of Prescription Drug Abuse

January 24, 2008

Though overall teen drug use is down nationwide, more teens abuse prescription drugs than any other illicit drug, except marijuana — and more than cocaine, heroin, and methamphetamine combined. However, research shows that many parents are not aware of teen prescription drug abuse and are not discussing the dangers with their teens. To address this serious trend, the White House Office of National Drug Control Policy (ONDCP) today announced its first major federal effort to educate parents about teen prescription drug abuse. This national public awareness campaign will begin with advertising during this year´s Super Bowl, and includes broadcast, print, and online advertising, community outreach, and new print and online resources to help parents and communities combat the troubling trend of teen prescription drug abuse.

According to the ONDCP, every day, 2,500 kids age 12-17 abuse a prescription painkiller for the first time and more people are getting addicted to prescription drugs. Drug treatment admissions for prescription painkillers increased more than 300 percent from 1995 to 2005. Teens are abusing prescription drugs because many believe the myth that these drugs provide a “safe” high. Especially troubling is that the majority of teens who abuse prescription drugs say they are easy to get and are often free.

“Most teens who abuse prescription drugs say they get them from home, or from friends and relatives. We need parents to recognize that not all drug threats to their teens come from the street corner. Prescription drugs are in practically every home and parents can have an immediate impact on stopping teen prescription drug abuse,” said John P. Walters, Director, ONDCP.

The effort also includes the following advertising and non-advertising elements, which will unfold in the coming months and continue through May of this year, reaching over 90 percent of our target parent audience:

  • Two television ads, the first of which launches during primetime Super Bowl viewing. Both ads will run on 27 networks nationwide for more than two months;
  • An Open Letter to parents in 43 national and regional newspapers such as The New York Times, The Chicago Tribune, and The Los Angeles Times endorsed by 11 leading health, medical, prevention, and educational organizations;
  • Two Open Letter ads targeting health and school professionals in medical and educational publications running for 2 months;
  • Two print ads targeting parents in 14 national magazines and running for 4 months;
  • Online banner ads and search engine advertising for parents running for 4 months and driving to the Campaign’s Web site for parents www.TheAntiDrug.com;
  • Targeted messages on prescription information sheets for commonly abused substances in 15,000 pharmacies nationwide during February and March.
  • Featured content on ONDCP’s Web site for parents,  www.TheAntiDrug.com, including a virtual house tour showing “danger zones” in the home, as well as tips on safeguarding and disposing of prescription and OTC drugs;
  • A new, comprehensive brochure on teen prescription drug abuse for parents; and
  • A tool kit to help community groups implement local prescription drug abuse prevention efforts.


Download ONDCP’s report entitled, “Prescription for Danger: A Report on Prescription and Over-the-Counter Drug Abuse Among the Nation’s Teens” The ads can be viewed at  www.TheAntiDrug.com.


Editor’s Note:
Next month, CADCA will unveil a new publication entitled “Teen Prescription Drug Abuse: An Emerging Threat.” The publication offers strategies to effectively tackle prescription drug abuse among young people. Stay tuned for more information.