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Safeway grocery stores launched a national "PARENTS. THE ANTI-DRUG." communications effort reaching customers through a variety of innovative channels in more than 1,700 stores and surrounding communities. Safeway included Media Campaign public service announcements as part of the company's in-store and local radio advertising, in weekly advertising inserts and in the Safeway magazine. Anti-drug messages were displayed in stores on milk cartons and paper grocery bags and reinforced on cash register display screens. Additionally, Safeway created billboard-size "The Anti-Drug" advertisements on two tractor-trailer trucks. Safeway also incorporated parenting tips and information into its employee video network, internal newsletters, and other communications reaching almost 200,000 employees nationwide.
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Manufacturer Sandylion donated production of 7.6 million collectible youth anti-drug stickers for the Media Campaign to distribute through retailer promotions, special events and community partners including the Community Anti-Drug Coalitions of America.
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Seventeen magazine has been a strong voice for young women for over 60 years. Seventeen is a leading magazine for women, ages 12-24, each month reaching 14.45 million readers nationwide. One in every two American female teens—and one in every five American young women, ages 18-24—reads Seventeen. |
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Synapse, the largest national magazine subscription seller and a major direct advertiser, extended the Media Campaign into millions of American homes through donated communications, including Campaign print public service announcements in direct mail advertising pieces. Synapse also helped the Campaign pioneer interactive social outreach by embedding drug information for youth into popular computer software the company sells. |
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With 1,300 retail stores in North America operating under the T.J. Maxx, Marshalls, Home Goods and A.J. Wright brand names, the TJX Companies supported the Campaign during back-to-school season by promoting the Campaign's anti-drug messages through in-store posters, public service announcements on in-store radio, store credit card billing inserts and an online anti-drug essay contest. TJX also distributed parenting brochures, placed flyers on bulletin boards and displayed posters in lunch rooms and break rooms. In addition, the company conducted a three-week Anti-Drug campaign for all employees that included a drug quiz each week with discounts for employees who scored well.
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TMP Worldwide, a B-to-B advertising agency brand, is a leader in the employee recruitment and yellow pages advertising business. TMP promoted the Media Campaign to its roster of human resources clients, including 480 of the Fortune 500 companies. |
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Leading air carrier United Airlines has helped carry the Media Campaign's parenting messages to captive audiences across North America. United aired Media Campaign public service announcements on more than 48,000 North American flights.
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US Airways, a leading airline, helped the Media Campaign reach target audiences in diverse and unexpected places by extending the Campaign's reach to the skies. US Airways aired Media Campaign public service announcements as part of its in-flight entertainment on more than 15,000 flights.
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VitalSmarts specializes in corporate training and organizational performance, with award-winning training products based on more than 25 years of ongoing research. VitalSmarts is home to the award-winning Crucial Conversations® Training and New York Times bestselling book of the same title, Crucial Conversations: Tools for Talking When Stakes are High, a powerful set of influence tools that build teams, enrich relationships, and improve end results. VitalSmarts funded a survey of parents and analysis to the Media Campaign and printed 50,000 “How to Hold Crucial Conversations About Drugs With Your Teenager” tip cards for distribution to parents. |
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Winn-Dixie operates about 1,070 stores (including about 440 in Florida) in 12 mostly southeastern states and the Bahamas. Winn-Dixie supported the Campaign by placing PSAs on orange juice cartons, in weekly circulars, on its Web site and in its employee newsletter, which reaches approximately 100,000 employees. |
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Westfield America is a leading national shopping center developer that helps the Campaign reach parents and youth in community shopping environments. Westfield developed and distributed anti-drug information cards through its 61 shopping malls nationwide and hosted community events to develop anti-drug murals in dozens of mall locations. Westfield also carried Media Campaign messages to its employees.
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This real estate investment firm is an excellent example of how any company can support youth drug prevention, even if it lacks advertising programs or obvious communications channels to the Campaign's audiences. W.P. Carey demonstrated its support for the Media Campaign by funding the printing of 250,000 parenting brochures and 100,000 parent tip pamphlets for distribution by other Campaign partners.
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