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NEEDLE AND THE DAMAGE DONE neil young cover

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Uploaded on Jul 5, 2010

'Needle And The Damage Done' sung by Carl de Reims
Composed by Neil Young (Harvest).

National Youth Anti-Drug Media Awareness

The United States Congress created the National Youth Anti-Drug Media Campaign in 1998 to prevent and reduce youth drug use.

A retooled Above the Influence campaign -- with a broader focus on those substances most often abused by teens, including prescription drugs, marijuana and alcohol -- is being launched in June 2010. The Above the Influence campaign also now balances broad prevention messaging at the national level with targeted efforts at the local community level. This new approach allows the campaign to continue to reach all teens across the country with a highly visible national presence while encouraging youth participation with the campaign at the community level. The Above the Influence brand remains one of the most widely recognized youth brands in the country and continues to move anti-drug beliefs in a favorable direction.

NEW CAMPAIGN VISION

The new approach to the Campaign balances broad prevention messaging at the national ("Tier 1") level with more targeted efforts at the local community ("Tier 2") level.

The Tier 1 national anti-drug advertising campaign will continue to include traditional media, such as television, Internet, and cinema, but will place a greater emphasis on digital media outlets such as Google and YouTube, as well as with social networking partners such as Facebook. The Tier 2 community-based will deliver Above the Influence assets, including additional paid media, on-the-ground youth activities, local partnerships, free Public Service Announcement (PSA) materials, and news media attention to at-risk communities. On-the-ground activities and local partnerships will be key in allowing the Campaign to reach teens with anti-drug messaging in a variety of places -- including schools, clubs, worksites, faith centers, and recreational programs. For more information, view the Media Campaign Fact Sheet (pdf).

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