Drug-Free Campaign Brings Parents Online
Parents get their own social networking site this summer as part of a new push from the Partnership for a Drug-Free America.
In August, the partnership will break a new campaign called Time to Talk, with a chat site on Yahoo Group that lets parents compare notes and get tips on keeping teens away from drugs.
There’s room in the campaign for family-oriented brands, too: The non-profit partnership is looking for corporate sponsors that can field cause-marketing promotions using the campaign as a platform.
“This presents a tremendous opportunity for corporations to become active sponsors for a health issue that impacts more than 100 million Americans,” said Debbie Kellogg, director corporate relations and alliances for the Partnership, in a statement. “Time to Talk is an ideal way for family-centric brands to foster good will in their community and create a deeper connection to millions of families with children ages 8-19.”
Sponsorships start at $100,000; no brands have signed up yet, Kellogg said. The Partnership is targeting six categories: Family restaurants, telecommunications (especially family calling plans), retail (with a focus on back to school), packaged goods, automotive, and games/sports equipment. Sponsors get category exclusivity.
The group is also looking for media partners to promote the campaign in local communities.
The program launches Aug. 5, timed to back-to-school season. The social networking site, handled by Yahoo, lets parents share their experiences with each other. It will also have links to research on Yahoo’s Health, Relationship and Lifestyle Channels and to the partnership’s own dedicated Web site, TimeToTalk.org. That site invites parents to sign up for e-newsletters, and get tips on how to talk with their kids.
The 20-year-old partnership is a coalition of communications professionals, best known for its long-running “This is your brain on drugs” campaign. The group’s research shows that kids who talk with their parents about drugs are up to 50% less likely to use them, but only 31% of teens say their parents talk with them about it.
“Parents are the No. 1 influencers in their children’s lives,” said Steve Pasierb, partnership president and chief executive officer, in a statement. “Unfortunately, there is a huge void when it comes to practical, accessible resources and tools [for] parents [on] drug and alcohol abuse. … Time to Talk aims to help educate and empower parents to take charge of this vital dialogue with their kids.”
