~ Multi-Year Effort Will Help Prevent Half a Million Teens from Abusing Medicines by 2017 ~
NEW YORK, March 25, 2013 /PRNewswire-USNewswire/ -- The Partnership at Drugfree.org, a national nonprofit helping parents solve the problem of teen drug and alcohol abuse, will work with top marketing agency Hill Holliday on the next wave of creative for The Medicine Abuse Project, a national action campaign with the goal of preventing half a million teens from abusing medicines by 2017. Hill Holliday will create an integrated creative campaign that includes TV, print, radio, digital and outdoor public service education messages.
Teen medicine abuse is a pervasive and devastating problem, with one in six teens admitting to using a prescription drug to get high or change their mood. Most teens who report medicine abuse say they get those medications from their family or friends. The Medicine Abuse Project, a multi-year effort led by The Partnership at Drugfree.org, is designed to help combat this public health crisis deemed an "epidemic" by the Centers for Disease Control.
"We are thrilled to partner with Hill Holliday to help address medicine abuse, an incredibly dangerous behavior threatening the health of American teens," said Kristi Rowe, Director of Branding and Integrated Marketing for The Partnership at Drugfree.org. "We want to create powerful messaging that captures the attention of parents, empowering them to take action, to safeguard their medicines in their own homes and to protect their families from the risk of medicine abuse. Hill Holliday's strategic power and passion for breakthrough ideas are exactly what we need to fuel this critical health initiative."The Medicine Abuse Project aims to help educate parents, teens and the public about the dangers of medicine abuse and unite parents, educators, health care providers, coaches, government officials, law enforcement officers and other partners to help save lives. "Millions of families are affected by drug abuse every day," said Karen Kaplan, President of Hill Holliday. "Since 1986 The Partnership at Drugfree.org has made a difference using the best creative talents of our industry to help bring innovative solutions to the problem. We're proud to continue that tradition and look forward to creating great work that will help raise awareness surrounding The Medicine Abuse Project." "Americans drastically underestimate the negative impact that the abuse of prescription drugs and over-the-counter cough medicine is having on teens today," said Marcia Lee Taylor, Senior Vice President, Director of Government Affairs for The Partnership at Drugfree.org and head of The Medicine Abuse Project. "This is a pervasive and concerning health problem and one we can help solve if we make a concerted effort to educate ourselves about the dangers of medicine abuse and take the necessary action to prevent it." Hill Holliday was founded in 1968 and is one of the top marketing and communications agencies in the country, with nearly 900 employees in Boston, New York, South Carolina, and Miami. Working with some of the nation's most well-known brands, Hill Holliday's clients include industry leaders like Verizon Wireless, Bank of America, Liberty Mutual, Dunkin' Donuts, (RED), Merrell, Major League Baseball, John Hancock, Chili's, CIGNA, and Novartis. Hill Holliday is the only agency to win Adweek's Media Plan of the Year four years in a row, and has been named MEDIA magazine's full service Agency of the Year for both 2011 and 2012. About The Partnership at Drugfree.org Ninety percent of addictions start in the teenage years. The Partnership at Drugfree.org is dedicated to solving the problem of teen substance abuse. Together with experts in science, parenting and communications, the nonprofit translates research on teen behavior, addiction and treatment into useful and effective resources for both individuals and communities . Working toward a vision where all young people will be able to live their lives free of drug and alcohol abuse, The Partnership at Drugfree.org works with parents and other influencers to help them prevent and get help for drug and alcohol abuse by teens and young adults. The organization depends on donations from individuals, corporations, foundations and the public sector and is thankful to SAG-AFTRA and the advertising and media industries for their ongoing generosity.  2011 Partnership Attitude Tracking Study, sponsored by MetLife Foundation