DMA, White House Work on Drug Prevention Effort

The White House Office of National Drug Control Policy announced a partnership yesterday between the Direct Marketing Association and the National Youth Anti-Drug Media Campaign.

Through this partnership, the DMA will promote the media campaign and a variety of participation opportunities to its 4,700 member companies.

The DMA said individual companies could get involved by using their direct marketing expertise and influence to deliver anti-drug messages. Some association members — including AT&T, Blue Cross Blue Shield Association, Borders Group Inc., Capital One, Lillian Vernon and Lycos — already have supported the media campaign through drug prevention inserts in more than 20 million direct mail pieces, signage and displays in retail locations and through customized online content.

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