BATTLING TEEN Rx ABUSE

The White House Office ofNational Drug Control Policy(ONDCP) launched a majornational awareness campaignon the dangers of teen prescriptiondrug abuse with an adduring this year's Super Bowl—1 of 2 TV ads running on 27 networksnationwide.

Parents are the focus of thenew campaign. "We need parentsto recognize that not alldrug threats to their teenscome from the street corner.Prescription drugs are in practicallyevery home, and parentscan have an immediate impacton stopping teen prescriptiondrugabuse," said ONDCPDirector John Walters.

Every day, 2500 kids aged 12to 17 abuse a prescription painkillerfor the first time, andmore individuals are gettingaddicted to prescription drugs,according to the ONDCP. Drugtreatmentadmissions for prescriptionpainkillers increased>300% from 1995 to 2005.

In addition to the TV spots,the $14-million effort includesprint and online advertising,community outreach, and atool kit to help communitygroups implement local prescription-drug abuse-preventionefforts. Targeted messagesare being included on prescriptioninformation sheets forcommonly abused substancesin 15,000 pharmacies nationwide.

Resource materials for parentsand teens can be accessedthrough the ONDCPcampaign's Web site: www.TheAntiDrug.com.