The Clinton administration has expanded its anti-drug advertising campaign into 11 languages beyond English -- including Spanish, Mandarin, Cantonese, Korean, Tagalog, Vietnamese, Cambodian, Lakota, Navajo, Cherokee and Aleutian dialect.
"We expected the ads would greatly increase awareness," Clinton said yesterday at a White House ceremony previewing the new ads. "What we didn't expect was that the ads would already have a measurable effect on attitudes."
Begun in 1997, the National Youth Anti-Drug Media Campaign has grown from a 12-city pilot program to a national effort that claims to reach 90 percent of young people four to seven times a week. It uses television, radio, the Internet, newspapers, magazines and bus and movie ads to target young people, parents, teachers, coaches and others.
"We're trying to be where the young people are," said Barry McCaffrey, director of the Office of National Drug Control Policy.
Sen. Frank Lautenberg (D-N.J.) said the campaign was "well-intentioned but incomplete. How can an ad campaign succeed when it ignores underage drinking, the number one drug problem among teens?"
But McCaffrey said there is not enough money in the $195 million allocated each year for anti-drug ads to finance anti-alcohol ads as well.