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SXSW Interactive Presentation from The Partnership at Drugfree.org
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SXSW Interactive Presentation from The Partnership at Drugfree.org

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The Partnership at Drugfree.org is dedicated to helping families solve the problem of teen substance abuse. Our vision is for all young people to live their lives free of drug and alcohol abuse.

The Partnership at Drugfree.org is dedicated to helping families solve the problem of teen substance abuse. Our vision is for all young people to live their lives free of drug and alcohol abuse.

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  • Our Evolution
  • 90% of Americans who meet the medical criteria for drug or alcohol abuse or dependence started smoking, drinking, or using other drugs before age 18. (Adolescent Substance Use, CASA, 2011)23.5 million persons aged 12 and over (9.3% of persons aged 12 and older) needed treatment for an illicit drug or alcohol use problem. (National Survey on Drug Use and Health, 2009)11 million American adolescents and young adults ages 12-29 need help with drug and alcohol problems; nine million of these are between the ages of 12-25; and of those nine million; two million are ages 12-17. (2009 National Survey on Drug Use and Health)90% of the nearly two million adolescents who need help with drug and alcohol problems are not getting the help they need. (2008 National Survey on Drug Use and Health)The adolescent brain is not fully developed until ages 22-24, and can be more vulnerable to the effects of drugs and alcohol; the part of the brain to develop last is the prefrontal cortex, responsible for decision making and moderating social behavior. (Winters 2008)10% of youth ages 12-17 are illicit drug users. (National Survey on Drug Use and Health, 2009)7% of youth ages 12-17 have a substance dependence or abuse problem. (National Survey on Drug Use and Health, 2009)
  • 90% of Americans who meet the medical criteria for drug or alcohol abuse or dependence started smoking, drinking, or using other drugs before age 18. (Adolescent Substance Use, CASA, 2011)23.5 million persons aged 12 and over (9.3% of persons aged 12 and older) needed treatment for an illicit drug or alcohol use problem. (National Survey on Drug Use and Health, 2009)11 million American adolescents and young adults ages 12-29 need help with drug and alcohol problems; nine million of these are between the ages of 12-25; and of those nine million; two million are ages 12-17. (2009 National Survey on Drug Use and Health)90% of the nearly two million adolescents who need help with drug and alcohol problems are not getting the help they need. (2008 National Survey on Drug Use and Health)The adolescent brain is not fully developed until ages 22-24, and can be more vulnerable to the effects of drugs and alcohol; the part of the brain to develop last is the prefrontal cortex, responsible for decision making and moderating social behavior. (Winters 2008)10% of youth ages 12-17 are illicit drug users. (National Survey on Drug Use and Health, 2009)7% of youth ages 12-17 have a substance dependence or abuse problem. (National Survey on Drug Use and Health, 2009)

SXSW Interactive Presentation from The Partnership at Drugfree.org SXSW Interactive Presentation from The Partnership at Drugfree.org Presentation Transcript

  • The Partnership at Drugfree.org is dedicated to helping families solve the problem of teen substance abuseOur vision is for all young people to live their lives free of drug and alcohol abuse
  • Key Facts About Us• Founded in 1986 as private not-for-profit withseed money from American Association of Advertising Agencies (formerly: The Partnership for a Drug-Free America)• The Partnership is the largest running single issue public service campaign in the history of advertising with over 3,000 creative messages.• The Partnership at Drugfree.org is 1 of only 13 organizations worldwide to receive the prestigious Discovery Health Medical Honors award for extraordinary contributions to world health.• The Better Business Bureau’s Wise Giving Alliance officially certified the organization for complying with their 20 rigorous standards for responsible charity operations and governance.• The New York Timeshas called us "one of the most effective drug-prevention organizations in the United States.”
  • The Critical Need 35 million families with children ages 9-17 need help with drug/alcohol prevention (Source: US Census 2000) Nearly two million people with a drug/alcohol problem are between the ages of 12-17 (Source: NSDUH 2009) Every day over 4,000teens 12-17 try an illicit drug for the first time 90% of Addiction starts in theteenyearsSource: 2011 Partnership Attitude Tracking Survey, 2008 SAMHSA, 2007 Dennis
  • The Critical Need 35 million families with children ages 9-17 need help with drug/alcohol prevention (Source: US Census 2000) Nearly two million people with a drug/alcohol problem are between the ages of 12-17 (Source: NSDUH 2009) Every day over 4,000teens 12-17 try an illicit drug for the first time 90% of Addiction starts in theteenyearsSource: 2011 Partnership Attitude Tracking Survey, 2008 SAMHSA, 2007 Dennis
  • The OpportunityDrug use is a PREVENTABLE behavior and Drug addiction is a TREATABLE disease
  • The Partnership at Drugfree.org Online Resources Spanning the continuum from: prevention to PlayHealthy! treatmentand recoveryAdd Time to Get Help
  • Case study: The Partnership at Drugfree.org &WeeWorld Campaign Educates Teens About Drug and Alcohol Risks Case study: PartnershipThe PartnershiptheAmerica frug-freeat Drugfree.org teamed up with WeeWorld to educatethe center of the campaign was prevention and real-life consequences of drug and alcohol use. At teens about substance abuse Program an actual young adult named JT who is in recovery from substance abuse and addiction. Through his Summary WeeMee, home page and room content, JT interacted with a growing base of over 20,000 WeeWorld friends, posted messages and shared video’s and weekly scenarios drawn from the Partnership’s teen-targeted site, CheckYourself.com • Record number of cause-related virtual goods downloads of 212,000 assets over a 2 month period • 47 million viral impressions Results • Over 20,000 Friends • Dramatic increase in traffic to CheckYourself.com • Brand awareness for CheckYourself.com tripled • JT (our character of an actual former drug abuser) was the most popular non celebrity in WW history.Results • Passionate & Engaged feedback posted to JT’s wall came in at record speeds. Direct requests for help and advice. • Ongoing, WeeWorld remains a top 10 referrer to Checkyourself.com UserFeedback on •“seeing the affects that drugs and alcohol can do to u is amazing…ppl around me do stuff like that don’t know what they are getting into. I might start a club that can help others who have tried to smoke JT’s Wall or drink alcohol.” • “wow” that video was sooo meaningful – taught me & expanded on details that I wouldn’t have known” • “wow, what you are doing now on weeworld. I think it’s amazing . So many people are addicted to drugs and alcohol.” • “I thank God for people like you” • “Wow, now I know what drugs can do to you and its something I hope, I’ll never do.” • “I think everyone needs to watch that video.” • “After seeing the effects of drugs I know for a fact that’s not for me. I would not ruin my life that way.” 90% of Addiction starts in theteenyears
  • Custom Weeworld Campaign Screen Shots & HighlightsEmbracing Measurable Social Media to engage & connect directly with Teens
  • Custom Promotional News Feature
  • Homepage Custom Promotional Unit
  • JT’s User Home Page
  • JT’s Room
  • Video Player – 10 Minute Video In JT’s Room
  • WeeMee Builder with Branded Virtual Assets
  • Examples of User Comments on JT’s Homepage Wall
  • Examples of User Comments on JT’s Homepage Wall
  • Examples of User Comments on JT’s Homepage Wall
  • The Partnership at Drugfree.org is dedicated to helping families solve the problem of teen substance abuseFeel free to contact me to discuss ways we can partner together to achieve great things: Hilary Baris Digital Media & Marketing Director Hilary_baris@drugfree.org