The White House Office of National Drug Control Policy is pouring almost $100 million (€100m; £64m) into a new US campaign to fight teenage use of marijuana.
The government agency will spend the cash on advertising (via agency of record Fleishman-Hillard), media relations and grassroots projects over the next year.
Aimed at 14 to 16-year-olds, the National Youth Anti-Drug Media Campaign hopes to overturn what the ONDCP believes is an increasingly relaxed attitude towards use of the drug in youth culture.
“Look at the environment of these kids,” declared ONDCP director Alan Levitt. “Turn on the TV or go to the movies, and you see all kinds of drug humour or actual drug use that trivialises or normalises the use of marijuana.”
The campaign enlists schools, publications aimed at teenagers, parents, TV shows and movies to help spread its message.
Data sourced from: BrandRepublic (UK); additional content by WARC staff