Partnership PSAs Find 'New Voice'

Teens experimenting with drugs or alcohol might not identify with a junkie twitching on the floor of a squalid hotel room, but the Partnership for a Drug Free America is hoping raw images like that will prompt kids to question whether they are in control.

Two PSAs from Ground Zero, part of the “Check yourself” campaign, “are not the traditional advertising the Partnership does,” said client rep Lisa Merchant. “This is designed to reach a very specific audience for whom the traditional, prevention-type ad doesn’t resonate.”