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Partnership for Drug-Free Kids

Partnership Logo


Millions of America's teens and young adults are struggling with drugs or alcohol, yet unlike most other adolescent health issues or diseases, parents haven’t found a clear path to resources and support for teen addiction.

By bringing together renowned scientists, parent experts and communications professionals, Partnership for Drug-Free Kids not only translates current research on teen behavior, addiction and treatment into easy to understand, actionable resources at drugfree.org, but offers hope and help to the parents of teens and young adults who need help with drugs and alcohol. The Partnership's mission is to reduce teen substance abuse and support families impacted by addiction.

At drugfree.org, parents can connect with each other, tap into expert advice and find support in their role as hero to their kids. 

Learn more about Partnership for Drug-Free Kids, its research, including The Partnership Attitude Tracking Study and its mission to help parents prevent, intervene in and find treatment for drug and alcohol use by their children.

AEF is grateful to the Partnership for Drug-Free Kids for sharing their exemplary work in the fight against drug abuse with aef.com users.


Read the Case History and view the advertising creative from each campaign:

The Partnership at Drugfree.org Rebrands As a Partner to Parents

The Partnership

Understanding parents’ need for resources and support, The Partnership at Drugfree.org (formerly The Partnership for a Drug-Free America) has evolved beyond prevention-focused advertising and programs to become a reliable partner and online community for families seeking guidance on teen drug and alcohol use.

View the story and advertisements>>


Partnership Program to Reduce the New Substance Abuse Trend in America

Rx Abuse
Rx Abuse

The abuse of prescription (Rx) and over-the-counter (OTC) medications by teens in America is no longer a fringe activity – it is entrenched in the teen population.

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Time To Talk™ Cause Marketing Campaign

Time to Talk

This campaign was designed to raise awareness that parents can uniquely and profoundly influence their children to lead healthy, drug-free lives.

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Methamphetamine Demand Reduction Campaign

The Partnership has long sought to reposition drug abuse as a health issue and has, unsuccessfully until recently, attempted to engage the medical community as an ally in this quest.

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Intervention & Treatment Campaign

The Partnership seeks to change public attitudes about addiction and intervention by communicating messages of hope, help and healing.

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Check Yourself?
Helping At-Risk Teens

Orange Bubble Eye Nose Bleed

A teen-owned movement, reaching older adolescents who have begun to abuse drugs and alcohol and are at risk for drifting further into dependency.

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The Ecstasy Campaign

Flash Forward Side Effects

In a relatively short period of time, MDMA - commonly called Ecstasy - had secured a prominent place for itself in the world of substance abuse.

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The Heroin Campaign
(1998 EFFIE)

Albert Everybody's Doing It

A higher purity of heroin allowed users to get a sufficient high by snorting and/or sniffing, opening the door to a new pool of users who would never have considered trying heroin by injections.


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The Inhalant Campaign
(1997 EFFIE)

Drowning Noses

There are literally hundreds of legal household products on the market that can be misused as inhalants, causing inhalant abuse among young teens to reach epidemic proportions in America.

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The Inner-City Anti-Drug Campaign
(1994 EFFIE)

Long Way Home Who Wants

One of the initial problems The Partnership faced in assessing America's inner city drug problem was the dearth of good data and academic literature on the topic.

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The Teen Anti-Drug Campaign
(1993 EFFIE)

Cocaine Gun Just for Jack

Illegal drugs were being used by adolescents at extraordinarily high levels. In 1981, two-thirds of American teenagers had used an illegal drug by the time they left high school.



View the story and advertisements>>



Partnership for Drug-Free Kids

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