cannabisnews.com: U.S. Anti-Drug Campaign to be Tracked Closely!





U.S. Anti-Drug Campaign to be Tracked Closely!
Posted by FoM on April 27, 1999 at 19:27:38 PT
Source: Map Inc.
The $2 billion federally sponsored campaign to keep kids from using drugs is putting the government into the unfamiliar business of measuring advertising effectiveness.U.S. drug czar Barry R. McCaffrey, a retired four-star general, knows a lot about accountability in the military. Friday, he said he would hold Madison Avenue to the same high standard.
"There are no points for style," Gen. McCaffrey said in an address to the American Association of Advertising Agencies, many of whom provide free creative work for the campaign, which was launched in 1998. "We've got to achieve an outcome. We have to change the way Americans act," the general said at the group's annual meeting in Amelia Island, Fla. Gen. McCaffrey believes the five-year campaign -- the most expensive ever launched by the government -- will pay off. But he wants hard numbers to prove it. That means the campaign also is likely to become the most closely monitored in U.S. advertising history. The oft-quoted $2 billion price tag includes in-kind donations as well as federal money. Click the above link for the whole article!
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