Anti-Drug PSAs Urge Family Intervention

DALLAS McKee Wallwork Henderson’s first work for the Partnership for a Drug-Free America focuses on educating viewers about Ecstasy and methamphetamine abuse.

One television spot from the Albuquerque, N.M., shop opens with a mother addressing the camera: “Are you watching TV right now with your kids? Sounds like the perfect time to ask them about the drug Ecstasy. Go on—ask them. Think there’s a better time? Maybe when you can sit down and have the talk? The time to have the talk is right now because they’re right there. Go on—ask your kids about Ecstasy. Right now. If you don’t do it now, do you think you ever will?”

The second public service announcement begins with a teenage boy speaking to the camera: “Hey kid—you with your parents right now. Have they ever asked you about the drug Ecstasy? Probably not, right? They still think parties are all about getting drunk. Hey, if they never ask, they’ll never know that E is used by good kids, just like you. They’ll never know about those vitamins up in your bedroom or that glow stick jewelry. They’ll never know that E can cause seizures, strokes, heart attacks or death. Even the first time you use it. Yeah, you sure got them fooled all right.”

The two spots launched Monday and will primarily run in 35 states on the cable provider Comcast, which has committed $50 million in advertising exposure over three years to the nonprofit organization.

According to the partnership, research shows a strong correlation between exposure to anti-drug messages and parental action. One finding reports that kids who learn about the risks of drug use at home are up to 54 percent less likely to use drugs.