"Health & Medical News"

By Bob Curley

With federal research showing that its anti-drug media campaign isn’t working with kids, and Congress calling for major cuts in the program, the White House Office of National Drug Control Policy (ONDCP) has unveiled a more modest effort that focuses on an emerging threat — prescription-drug abuse — and appeals to parents rather than youth.

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The federal Office of National Drug Control Policy (ONDCP) will be spending millions for a one-shot Super Bowl ad that warns against the dangers of prescription drug abuse, AdAge reported Jan. 24.

The ad features a drug dealer lamenting that business is off because so many teens are getting high on prescription drugs taken from parents’ medicine cabinets. It is part of a new 12-week, $14-million campaign focused not on teens, but their parents. “Teens don’t need a drug dealer to get high, safeguard your prescriptions,” says an announcer at the end of the Super Bowl ad. “Safeguard you teens.”

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