ONDCP Readies Anti-Meth Campaign

WASHINGTON The White House’s Office of National Drug Control Policy said it would craft ads to discourage methamphetamine use as part of its broader anti-drug media effort. The move marks the first time that the ONDCP has targeted such drugs.

The ads, scheduled to break in November, will be developed through the Partnership for a Drug-Free America.

The ONDCP will spend about $1 million on the effort, which is part of a larger federal initiative to combat methamphetamine.

Drug czar John Walters was slated to discuss the effort today at a press event in Tennessee.

“Effective advertising has been a big part of the reduction in teen drug use we have seen over the past four years,” Walters said in a statement. “Teen perceptions of the harms of drugs like marijuana have increased, as have parents’ understanding of the critical role they play in teens’ decisions about drugs. We hope that this new round of ads produced with the Partnership for a Drug-Free America will help bring communities together against the particular harms of meth.”

An ONDCP representative could not provide further details about the upcoming ads, and said several agencies that work for the Partnership for a Drug-Free America are working on creative development.

The ONDCP last October following a review tapped Interpublic Group’s Foote Cone & Belding in New York as lead agency on the business, bouncing incumbent Ogilvy & Mather, a WPP Group shop. (Two former Ogilvy executives last month received prison sentences and fines after being found guilty at trial for leading a plan to overbill the ONDCP account.)