The Partnership for a Drug-Free America Announces Name Change to The Partnership at Drugfree.org

Long-time nonprofit’s mission evolves; research demonstrates parents’ increased need for help and support on teen drug and alcohol issues

Actor, Author and Parent Melissa Gilbert Joins as First-Ever Celebrity Champion

NEW YORK--(EON: Enhanced Online News)--The Partnership for a Drug-Free America^® announced today that it is changing its name to The Partnership at Drugfree.org^™. The new name reflects the nonprofit’s commitment to serving and supporting parents and families.

“The economic impact of substance abuse is staggering”

The change further reflects how the organization has grown since its founding in 1986 as a prevention-focused, anti-drug advertising campaign to a reliable partner and online community for parents and families seeking guidance and support on teen drug and alcohol use.

By focusing on parents and caregivers, working at the grassroots level and embracing the power of the web to communicate and connect, the organization has evolved to fulfill its important mission to help parents prevent, intervene in and find treatment for drug and alcohol use by their children. Parents will find deep, credible and science-based resources to help them and their families at drugfree.org.

11 million of America's teens and young adults are struggling with drugs or alcohol¹, yet unlike most other adolescent health issues or diseases, parents haven’t found a clear path to resources and support for teen addiction.

“When it comes to preventing or helping a child involved with drug use and drinking, already a stigmatized issue, parents are at a loss,” said Steve Pasierb, president and CEO of The Partnership at Drugfree.org. “Over the past six years, we have created programs and resources to fill that gap and be a trustworthy, non-judgmental place to get answers and support, whether that’s online via drugfree.org or in their community through our grassroots education programs.”

While both parents and research point to a need for an organization like The Partnership at Drugfree.org, the nonprofit’s first celebrity champion, Melissa Gilbert, added, “I believe that the most compelling reality is that all parents will move heaven and earth to protect their children’s health because they love their kids.” She applauded the organization’s changes, saying, “Both as a mother and as a person who is living a life in recovery, I know firsthand what a struggle it is for both a teen or young adult in trouble and their parent who feels helpless and utterly alone. The Partnership at Drugfree.org is here for all parents, myself included, at whatever their stage of need – from prevention to recovery – and most importantly reinforces that we are not alone.”

Embracing “Partnership” and Bringing the Concept to Life

The change is also the culmination of more than a year of parent interviews, analysis and qualitative and quantitative research. New omnibus research from The Partnership at Drugfree.org also shows that when discovering what the organization does, an overwhelming majority of parents (94 percent) with children ages 10-17 would consider The Partnership at Drugfree.org as valuable to parents with kids at risk of using drugs and drinking. Embracing this learning, the 24-year-old nonprofit organization preserved the known strengths and attributes of its name: the concept of a partnership with parents and families. The new name is consistent with its mission, making it more relevant to parents and explicit as to where they can find the important tools and resources that position the organization as a cause leader on this issue.

“Even with a rich history and many widely acclaimed, effective public education campaigns, our name was confusing to parents. Research showed that people assumed we were part of the government or an organization focused on drug policy. These perceptions were limiting our ability to best serve families and meet their individual needs," added Pasierb. "Parents also thought we focused exclusively on prevention. With resources to help parents intervene and find treatment, we understand that while most kids don’t use drugs, many do, and far too many suffer problems or need help to overcome an addiction.”

Addiction takes a toll on families and an equally devastating toll on society. 35 million families with children ages 9-17 need help with drug and alcohol prevention². “The economic impact of substance abuse is staggering,” said Patricia Russo, chairman of The Partnership at Drugfree.org. With estimated costs to society from illicit drugs at $280 billion,³ Russo added, “We can’t reduce the costs in the workplace due to drug and alcohol abuse and improve our global competitiveness as a nation until we better prepare and support parents in raising healthy teens, helping them to be more informed, empowered and better able to help their children.”

Gilbert, who has personally struggled with addiction and is now a parent spokesperson for the organization, added, “The burden and the responsibility for taking action on this issue falls to us, to parents. I hope that, like me, other parents will find The Partnership at Drugfree.org as a true partner. Here for us wherever we are and whenever we need help. It is my long-term hope that I will be able to help them achieve their goals, and fewer families will struggle with the pain of addiction. For now, I want families going through the agony and confusion of dealing with addiction to know that they are not alone. We are here. I am here and I understand."

New Advertising from Euro RSCG New York

To introduce the new brand positioning, The Partnership at Drugfree.org is launching a new campaign from Euro RSCG New York. New public service announcements for TV and print media featuring the new brand identity and logo will reintroduce the organization as a partner to parents. The new spots target parents to let them know “you are not alone,” drawing a connection to the availability of resources at drugfree.org.

“With this new public service campaign, we are helping evolve the organization’s messaging from warning parents and adolescents about the dangers of drug abuse, to now offering resources and support to parents with children at risk or in crisis,” said Graham Turner, Executive Creative Director, Euro RSCG New York. “Parents typically know who to turn to for help with everything else their children may need, but when it comes to drugs, there's no obvious first call for answers and support. This campaign lets them know The Partnership at Drugfree.org is always there for them.”

Redesigned and Expanded Website at Drugfree.org

Debuting with the new name is the organization’s new web portal, making it easy to navigate expanded online resources that provide answers and support at whatever point parents need help. Drugfree.org is a user-friendly gateway to the nonprofit’s programs and resources, focused on prevention, intervention, treatment, recovery and community education. Featuring interactive tools, compelling videos, engaging blogs, comprehensive e-books and burgeoning online communities, the new site aims to be an online ‘public square’ where parents can support, learn from and encourage one another.

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About The Partnership at Drugfree.org

The Partnership at Drugfree.org is a nonprofit organization that helps parents prevent, intervene in and find treatment for drug and alcohol use by their children. Bringing together renowned scientists, parent experts and communications professionals, the organization translates current research on teen behavior, addiction and treatment into easy to understand resources at www.drugfree.org. Through its nationwide PACT360 Community Education Programs, The Partnership at Drugfree.org educates and mobilizes local community efforts to address drug threats at the grassroots level, including methamphetamine and prescription drug abuse, and also provides parent training and teen programs that help prevent teen substance abuse. The organization depends on donations from individuals, corporations, foundations and government; and it thanks SAG/AFTRA and the advertising and media industries for their ongoing generosity.

About Euro RSCG Worldwide - New York

Euro RSCG Worldwide, a leading integrated marketing communications agency and Advertising Age’s and Campaign's 2006 Global Agency of the Year, is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America, and Asia-Pacific. Euro RSCG provides advertising, marketing services, corporate communications, and interactive solutions to global, regional and local clients. The New York agency’s client roster includes Air France, Charles Schwab, Danone Group, GlaxoSmithKline, Heineken USA, Hyatt, IBM, Jaguar, Kraft Foods, LendingTree, L'Oréal, Nestlé, Novartis, OppenheimerFunds, Reckitt Benckiser, Sanofi-Aventis, Schering-Plough, and Volvo. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA: HAV.PA).

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¹ 2009 National Survey on Drug Use and Health (SAMHSA)

² US Census 2000

³ Volkow, ND & Li, TK (2005). Drugs and alcohol: Treating and preventing abuse, addiction, and their medical consequences. Pharmacology and Therapeutics 108, pp. 3 – 17.

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