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1992.08.13 :  AIDS Public Education

Contacts: Paula Veale/Ad Council 212-922-1500
Mona Brown/NIDA 301-443-6245
Sarah Goewey/Sabra Coe 202-333-0700
August 13, 1992

    NATIONWIDE PUBLIC SERVICE CAMPAIGN TO HIGHLIGHT CONNECTION 
           BETWEEN DRUG, ALCOHOL ABUSE AND HIV INFECTION

       (Washington, D.C., August 13)--The Advertising Council,
joined by the Department of Health and Human Services and its
National Institute on Drug Abuse, today unveiled a nationwide
public education campaign -- "GET HIGH, GET STUPID, GET AIDS" --
warning young people that drug and alcohol abuse can lead to
deadly HIV infection.
       In describing the campaign geared to 18- to 24-year olds,
HHS Secretary Louis W. Sullivan, M.D., said, "Our objective is to
remind young adults of the dangerous links between substance
abuse, irresponsible sexual behavior and AIDS.  It's another
reason to stay away from drugs and alcohol -- to avoid exposure
to HIV infection."
       NIDA surveys reveal that more than 43 percent of college
students and 34 percent of non-college peers engage in "binge"
drinking.  Approximately 26 percent in both groups used marijuana
within the past year.  There is strong evidence linking the use
of alcohol and other drugs with high-risk sexual behavior among
young adults.  
       Research indicates that young adults form a growing group
of HIV-infected individuals.  Currently, one-fifth of all people
with AIDS were diagnosed between the ages of 20 and 29, according
to the Centers for Disease Control.  These young adults were
often infected as teenagers.
       According to Ruth A. Wooden, president of the Advertising
Council, the public service ads use animation techniques to drive
home the message that drug and alcohol abuse can impair judgment
and cause someone to do something stupid, such as having
unprotected sex.  
       "The unusual cartoon format was selected to convey a
sensitive message in a way that is very popular with this age
group," said 
Ms. Wooden.  "The animated characters and use of humor provide a
palatable and compelling way for the viewer to be drawn into an
important health education message."
       Reviewed in the concept stage by extensive focus group
testing, the animation approach was determined to be extremely
effective in reaching the target group.  The use of animated
characters also allows a range of viewers, whatever their ethnic
background, to identify with "universal characters." 
       The campaign is being carried out by the Advertising
Council, a private non-profit organization of volunteers from the
communications industries who create advertising campaigns for
the public good.  The volunteer advertising agency that produced
the creative PSAs was Della Femina, McNamee, Inc. in New York. 
HHS provided the $550,000 cost of the campaign, which is part of
the larger HHS-sponsored efforts under the National Drug Control
Strategy to combat substance abuse and HIV transmission.
       The new campaign is the second phase of advertising on
drug abuse and AIDS prevention that began in 1990 with a theme
line ("AIDS.  Another way drugs can kill.") aimed at teenagers
12-16.   In such campaigns, the federal government pays
production costs but media space and time are donated.  The
advertising for this campaign garnered $64 million worth of
donated media.  
       The new PSA campaign is part of the Public Health
Service's broader $1.48 billion anti-drug abuse effort and its
$1.97 billion effort against AIDS, about $400 million of which is
aimed at AIDS prevention and education, with the rest used for
research and health services.
       The PSAs include a toll-free number, 1-800-662-HELP, for
more information on drug and alcohol abuse prevention.
Television, radio, and printed versions of the ads will be
distributed nationwide.  This fall the Advertising Council hopes
to place the ads on network, cable and local television stations,
as well as in newspapers, magazines, shopping malls, movie
theaters, on radio and college campuses.
       NIDA is a component of the Alcohol, Drug Abuse, and Mental
Health Administration, one of the eight U.S. Public Health
Service agencies within HHS.

       For copies of the PSAs call:  the Advertising Council at
1-800-933-PSAs (1-800-933-7727).


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