Conill Bows Hispanic Anti-Drug Campaign | Adweek Conill Bows Hispanic Anti-Drug Campaign | Adweek
Advertisement

Conill Bows Hispanic Anti-Drug Campaign

Advertisement

NEW YORK In an effort to educate and engage Hispanic parents in youth drug prevention, the Office of National Drug Control Policy will launch a national Spanish-language advertising campaign aimed at curbing marijuana use among young Latinos.

The TV, radio and print ads were created by Saatchi & Saatchi's Hispanic unit, Conill Advertising in New York, and begin airing later this month. In two sepia-toned spots, each in 30- and 15-second versions, teens ask their parents, "Do you know who I am with? Do you know my friends? Do you know their parents?" The ads encourage parents to "involucrarse," or "get involved," and highlight their important role in drug prevention.

Among eighth graders, Hispanics tend to have the highest rates of past-year drug use for most illegal drugs, including marijuana, cocaine and heroin. One in 10 Hispanic youth ages 12-17 reports using drugs in the past month. Despite these figures, many Hispanic parents do not realize that their children may be at risk.

As part of the ONDCP Media Campaign's Hispanic outreach efforts, a bilingual booklet, "Proteja a Sus Hijos de las Drogas: Una Guia Para los Padres" ("Keeping Your Kids Drug-Free: A How-To Guide for Parents and Caregivers"), was released in October. Incorporating culturally appropriate information and resources, it includes facts about marijuana and other drugs and specific ideas, communication tips and examples of the skills busy parents can use to prevent teen drug use.