The Partnership for Drug-Free Kids


How can a nonprofit that relies on donations combat what the CDC calls an epidemic?



Teen medicine abuse is an increasingly pervasive and devastating problem, with one in four teens admitting to using a prescription drug to get high or change their mood. The Medicine Abuse Project is a multiyear effort led by the Partnership for Drug-Free Kids and designed to help combat this public-health crisis.

Our “Mind Your Meds” platform idea proved all medicine can be bad if taken incorrectly. This was done through an integrated communication plan starting in mass media (TV, digital, print) but going all the way to point of purchase with pharmacy prescription bags and video, as well as nontraditional media targeting medicine use like pill bottle labels.

Mind Your Meds :30

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