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Alaska Airlines, a subsidiary of Alaska Air Group and Horizon Air Industries, is a top 10 US airline. Alaska Airlines serves some 40 cities in Alaska and other western states, Canada, and Mexico. It has a fleet of about 100 jets (737s and MD-80s) and operates from hubs in Anchorage, Alaska; Portland, Oregon; Los Angeles and Seattle. Alaska Airlines placed Campaign PSAs in its in-flight magazine. |
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AT&T, the nation’s leading wireless provider, joined with the White House Office of National Drug Control Policy to support the National Youth Anti-Drug Media Campaign. Together AT&T and the Media Campaign are helping parents better understand teenagers’ activities and the tools they use to communicate. As leader in communications and with a mission to connect people to their worlds, AT&T has promoted the initiative through bill messages and marketing materials to its millions of customers. |
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Balfour, a leading supplier of scholastic and recognition products, placed anti-drug messages in 1 million class ring catalogs that were distributed to high school students across the country. The company distributed Campaign materials in high schools nationwide. |
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Bashas', an independent food retail business with 130 grocery stores, included youth drug prevention messages and parenting tips in grocery print advertising circulars reaching 1.3 million consumers. |
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Blockbuster, one of the world's leading providers of videos, DVDs and video games, utilized its nationwide network of more than 4,500 stores and advertising channels to promote and distribute collectible youth anti-drug stickers and videos with anti-drug introductions and trailers. |
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The health insurance provider to more than 80 million Americans in all 50 states, Blue Cross Blue Shield actively promotes healthy lifestyle messages to customers and communities nationwide. As a Corporate Partner, Blue Cross Blue Shield integrated Media Campaign messages and resources into its own healthy youth outreach program. Blue Cross Blue Shield provided youth drug prevention information to its own workforce of 103,000, and hosted a drug awareness parenting event for more than 800 of its employees. |
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National bookselling leader Border's Group, Inc., supported the Campaign through its nationwide retail presence by creating special youth drug prevention and parenting book displays in its network of 1,100 Borders and Waldenbooks stores where co-branded Media Campaign parenting brochures were distributed. |
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This national credit card company extended Campaign messages to its customers, employees and communities. Approximately 20 million Capital One customer billing statements included messages touting the Media Campaign's "PARENTS. THE ANTI-DRUG." brand, encouraging parent-child interaction and promoting free anti-drug resources available to parents and other adults. The company also established its own online youth drug prevention resource for employees and distributed Campaign materials through its existing community programs, including its after school "Kids Café" program targeting at-risk youth with academic and life skills activities. |
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The fourth largest cable provider in the nation, Cox Communications, Inc., airs anti-drug public service announcements on its local cable television channels, which reach 6 million customers, places banner ads on its Web sites and includes Campaign messages in customer communications. In addition, Cox is providing contact information for local anti-drug community coalitions through local cable channels and customer outreach. The company also distributes Campaign information to its 20,000 employees. Cox has also produced TV programming in conjunction with the Campaign, supported and hosted special events, and tapped its relationships with community leaders and thousands of schools in several of its 23 markets nationwide. |
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DKNY Jeans, the casual line of the popular DKNY (Donna Karan New York) brand, invested more than $1 million to develop and promote a custom, co-branded Media Campaign celebrity calendar for teen girls, which was distributed through a popular teen magazine and featured online. DKNY Jeans also conducted in-store events and promotional activities related to the calendar and its featured celebrities. The calendar was distributed through community groups and featured prominently on the Media Campaign's Web site for youth, where it was downloaded more than 600,000 times. |
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Dole Food Company, producer and marketer of fresh fruit, printed and distributed 25,000 co-branded copies of the Media Campaign's parenting booklet to its customers, who receive a copy when they make inquiries through the Dole Consumer Center or visit Dole.com. Dole also printed 100,000 pamphlets featuring advice and information for parents about keeping their children drug-free for distribution through catalog retailer Lillian Vernon Corporation. Dole made the Campaign's anti-drug resources readily available to its employees through parenting brochures, posters, the company intranet and its" Lunch and Learn" series. |
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As the licensing company for some of the most successful youth entertainment properties, including Pokemon®, Nintendo® and Cabbage Patch Kids®, 4Kids Entertainment knows youth marketing and lent its expertise to the Media Campaign to reach young people through its enormously popular YuGiOh! series. For the Campaign, 4Kids Entertainment developed trading stickers, ads, animation and other communications featuring popular TV characters for use in retail stores, on the Internet, on home videos, and with community partners. |
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GEICO, the fifth-largest private passenger auto insurer in the United States, incorporated the Media Campaign's messages into its existing "Can I Borrow the Car?" teen driving and safety materials and providing co-branded versions of those materials through the Campaign's "New Teen Driver Kit." The company also distributed co-branded materials to customers who have new teen drivers in the family and promoted the Media Campaign's resources in various ways to its 5.5 million policyholders and 22,000 GEICO associates. |
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Giant Foods operates 195 Giant Food and Super G Supermarkets. It is No. 1 in the Baltimore and Washington markets, and it also operates in the most populous areas of Virginia, Delaware and New Jersey. Giant greatly expanded the reach of the Campaign by placing PSAs on 430,000 milk cartons. |
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Greyhound Lines, Inc., the largest provider of intercity bus transportation, has increased the Campaign's reach to travelers by placing Anti-Drug information and signs, in both English and Spanish, in more than 100 bus terminals across the country and posting youth drug prevention information on its Web site, www.Greyhound.com. The company is also providing its 12,000 employees copies of the Media Campaign's parenting resource and linking its internal corporate intranet to the Media Campaign's parents' information Web site, www.TheAntiDrug.com. |
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Liberty Mutual, the eighth-largest auto insurer in the U.S., is promoting the Media Campaign's teen driving initiative and other anti-drug messages to its 2 million auto and home customers, and 37,000 employees worldwide. Campaign materials are available through Liberty Mutual's 360 local personal insurance sales offices as well as through print materials, publications, and the company's Internet and intranet sites. |
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The Lillian Vernon Corporation, a leading national catalog and online retailer, distributed Media Campaign parenting materials in 200,000 customer mail-order packages. The company also posted links to The Media Campaign site for parents, www.TheAntiDrug.com, on its Web site, and included Media Campaign banners and links in its promotional e-mails to customers. Lillian Vernon Corp. also reached its employees through with Media Campaign messages. |
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The Mills Corporation is a self-managed real estate investment trust that owns, develops, leases, acquires, redevelops, expands and manages 17 retail and entertainment destinations across the United States. The Mills Corporation donated more than $2 million of in-mall advertising by airing Media Campaign public service announcements on its "Mills TV" station in 17 shopping malls nationwide, printed and distributed anti-drug information cards, and included Media Campaign information in its marketing pieces and through its Web site. |
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Mitsubishi Motors North America manufactures, finances, distributes and markets motor vehicles through a network of nearly 700 dealers. Recognizing the importance of keeping the nation's youth drug-free, Mitsubishi Motors North America leveraged its extensive dealership network, strong brand awareness and Web site to bring the Campaign's anti-drug messages and teen drugged driving materials to parents, teens and community leaders. This partnership extends the company's efforts in promoting traffic safety and driving responsibility. |
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Monster.com, the prominent online global careers network, featured the Media Campaign's Web site for parents, www.TheAntiDrug.com, in its Resource Center for employers. |
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The New York Stock Exchange hosted a corporate leader event for the Media Campaign Corporate Partner Program, included anti-drug information in its publication and assisted with the national launch of the Campaign's Parents@Work Program for employers. |
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With 130 stores on the West Coast, 99 Cents Only Stores sell closeout and regular general merchandise for 99 cents or less and have a very diverse customer base. The 99 Cents Only Stores made a financial contribution from its foundation to support the Media Campaign, and offered to distribute Campaign materials through its stores. |
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Northwest Airlines, the world's fourth largest airline, has aired Media Campaign video public service announcements aimed at parents as part of its in-flight entertainment on eastbound and westbound U.S. flights. |
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Qwest® is a leading provider of voice, video and data services across America and the world. Qwest's employees are committed to delivering world-class products backed by unmatched customer service. Qwest partnered with the Media Campaign by developing a co-branded teens and technology tip card for parents that the company distributed through Qwest stores for two months. Qwest also promoted the Campaign’s teens and technology Open Letter for parents and links to TheAntiDrug.com on in-store kiosks and company Web sites. |
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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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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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