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Partnership For A Drug-Free America® Unveils
Time to Talk™, A
New Cause-Related Marketing Campaign
To Support Parents And Caregivers
Family-Centric Campaign Rallies
Parents to Have Ongoing Dialogues With Teens
Yahoo! Groups Signs on as Online
Host on www.TimeToTalk.org
New York, NY - April 25, 2007 - The
Partnership for a Drug-Free America® announced
today it will launch in August a new, year-round cause-marketing
campaign called Time to Talk™ (www.timetotalk.org). The
campaign is focused on encouraging and supporting parents
and caregivers to have frequent and positive conversations
with their teens to keep them healthy and drug free. Time
to Talk will provide parents with practical
tips, tools and information to not only start the conversation,
but to keep it going. It is also a unique opportunity
for corporations and family-centric brands to own a leadership
position, championing efforts that will resonate with millions
of parents.
“Parents are the number one influencers in their
children’s
lives,” said Steve Pasierb, president and CEO of the
Partnership. “Unfortunately, there is a huge
void when it comes to practical, accessible resources and
tools to support parents who want to protect their children
and keep them safe from drug and alcohol abuse. From tools
and tips to a supportive online social
network where parents can talk openly with one another, Time
to Talk aims to help educate
and empower parents to take charge of this vital dialogue
with their kids.”
To support the campaign, the Partnership is collaborating
with Yahoo! to create a new community of mutual support among
parents. Through social networking on the Yahoo! Groups
platform, parents can share experiences and insights about
teens’ drug and alcohol use and connect with other
parents in similar situations. The Yahoo! Group will provide
links to Partnership content, such as the latest news and
research on Yahoo’s Health, Relationship and Lifestyle
Channels and to the Partnership’s Time
to Talk Web site (www.timetotalk.org).
“Yahoo! is a believer in the Time to Talkcampaign
and we are thrilled to have the opportunity
to work with the Partnership and provide an open community
forum and valuable resources for parents through Yahoo! Groups," said
Lee Clancy, director of product management, Yahoo! Groups.
The Time to Talk campaign
was inspired by the Partnership’s ongoing research
that shows kids who learn a lot about the risks of drugs
from parents are up to 50 percent less likely to use drugs. Yet,
only 31 percent of teens report learning about the risks
of drugs from their parents. This on-demand resource is now
available to help motivate families to live healthy, drug-free
lives.
Time to Talk lends itself to
year-round cause-related marketing promotions and incentives
that will benefit families. Additionally, the Partnership
is pursuing strategic alliances with key media outlets and
youth and parent-serving organizations to help promote Time
to Talk in local communities.
Time to Talk will leverage the
Partnership’s 20 years of leadership in research-based
public education efforts. It will be supported by a
national public relations and advertising campaign and by
a parent-focused Web site (www.timetotalk.org)
that promotes corporate involvement and encourages on-going
parent participation. Parents are urged to sign up
for e-newsletters that offer exclusive access to useful tools
and tips for parents.
“This cause-related campaign presents a tremendous
opportunity for corporations to become active sponsors for
a health issue that impacts more than 100 million Americans,” said
Debbie Kellogg, director corporate relations and alliances
for the Partnership. “Time to Talk is
an ideal way for family-centric brands to foster good will
in their community and create a deeper connection to millions
of families with children ages 8-19.”
The Partnership for a Drug-Free
America is a non profit coalition of professionals from
the communications industry. Best
known for its national, drug-education campaign, the Partnership’s
mission is to reduce illicit drug use in America. In
its 20th year, the Partnership is evolving to enable all
parents and caregivers to effectively address the issue
of drug and alcohol abuse with their children to help them
lead healthy drug-free lives. A major new initiative
is currently in development that will integrate the latest
science and research with the most effective communication
techniques to inform, guide and empower families in their
efforts to prevent and combat teen drug and alcohol abuse. This
effort will eventually include a web-based information
center, parent-to-parent support network, 800# call center
and user-friendly online/offline tools.
For Further Information:
Josie
Feliz: (212)
973-3505
Paul
Costiglio: (212) 973-3530
On the Web: www.timetotalk.org
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