ANTI-DRUG MESSAGE IS ABOVE THE INFLUENCE PROBLEM: How do you redefine a campaign that’s been around for seven years? SOLUTION: Create a philosophy that really hits home, and use OOH to sur- round the target in its own environment to get the word out. BACKGROUND: The National Youth Anti-Drug Media Campaign. It had been around for seven years, and was synonymous with “Anti-Drug.” The Campaign had helped reduce drug use among Teens, but it needed a facelift. The agency (Foote, Cone & Belding) had to redefine weed in the broader context of the negative influences in Teens’ lives: peer pressure, media influence, drug influence. OBJECTIVES: It was a challenging assignment, but FCB figured it out: A Ab bo ov ve e T Th he e I In nf fl lu ue en nc ce e. . It’s not just a tagline. It’s not just a

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