Government of Canada Launches New Anti-drug Campaign: New Ads Latest in Effort to Help Parents Keep their Children Drug-free

News Release
2010-196
November 17, 2010
For immediate release

OTTAWA - Today, the Honourable Leona Aglukkaq, Minister of Health, launched the latest youth drug prevention television ad, which is part of the Government of Canada's National Anti-Drug Strategy mass media campaign entitled 'DrugsNot4Me.'

"The launch of our Government's new television ad is timely, as this week is National Addictions Awareness Week," said Minister Aglukkaq. "I want parents to know that we are on their side and have our support in helping their teens say no to drugs."

The television ad, entitled 'Mirror,' is targeted at teenagers ages 13 to 15, which is an age group that has limited knowledge of the dangers associated with illicit drug use.

The ad focuses on the harmful physical and social effects of drugs, and shows youth how experimenting with them can ultimately lead to lifelong addiction. The ad drives youth to the  DrugsNot4Me website which contains youth-friendly, up-to-date information on the effects of illicit drugs, as well as content and resources that help teens say 'no' to drugs.

"The DrugsNot4Me campaign will have a positive impact on youth," said Shelley Glover, Member of Parliament for Saint-Boniface. "It will help parents reinforce their own messaging about the dangers of drug use."

The ad will air on teen-focused channels and programming between November 15, 2010 and March 20, 2011.  It will be complemented and supported through interactive Web banners on teen-focused portals and websites, Facebook ads, as well as interior transit ads featured on buses, trains, and subways across Canada. In addition to promoting the DrugsNot4Me website, the ads will also drive teens to the DrugsNot4Me  Facebook® Fanpage that includes additional relevant and interactive information and applications on illicit drugs. The Fanpage also acts as a forum where youth can engage with their peers on the topic of drug prevention.

For more information on the  National Anti-Drug Strategy, please visit: www.nationalantidrugstrategy.gc.ca

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Media Enquiries:
Health Canada
613-957-2983

Jenny Van Alstyne
Office of the Honourable Leona Aglukkaq
Federal Minister of Health
613-957-0200

Public Enquiries:
(613) 957-2991
1-866 225-0709