The originators of the "Just Say No" campaign are taking another step to keep drugs away from kids. The Ad Council is teaming with the White House Office of National Drug Control Policy (ONDCP) to launch a 5-year, $1 billion media campaign called the ONDCP Media Match.

The Media Match effort is designed to help nonprofit groups place their anti-drug Public Service Announcements (PSAs)in a variety of media outlets through matching grants. The grants will primarily go to advertising aimed at children aged 9 to 18, and adults such as parents, teachers, coaches and mentors.

The program is headquartered at the Ad Council's Web site. Nonprofits can find out if their PSAs are eligible for ONDCP support. If so, ONDCP purchases advertising time from media outlets, asking the vendors to match the government's contribution for the purpose of running spots dealing with drug prevention.

Eligible ads include those encouraging alternatives to drug abuse such as mentoring programs, greater parental involvement, after-school programs, raising youth self-esteem and also spots discouraging under-age drinking and juvenile crime.

In addition to access through the Ad Council site, interested national groups can call the Ad Council at 212-984-1996 or e-mail to mediamatch@adcouncil.org. Local organizations should contact the American Advertising Federation at 800-999-2231 or visit their web site at www.aaf.org/ondcp.htm.

Public service campaigns that have joined Media Match include the National Crime Prevention Coalition, National 4H Council, Mothers Against Drunk Driving (M.A.D.D.), Save the Children, National Fatherhood Initiative, Boys and Girls Club of America, America's Promise and The Center for Substance Abuse Prevention.

Since the campaign's initiation, 43 national organizations have participated in the effort and over 200,000 television and radio PSAs have received airtime.

Full text of the article is currently found at:
http://www.adcouncil.org/ondcp/
program_overview_frame.html