The National Council on Alcoholism and Drug Dependence fights the stigma and the disease of alcoholism and other drug addictions.

NCADD Action Alert

New Dior Fragrance "Addict":  Addiction is NOT "Bold, Daring and Totally Sexy"

DECEMBER 11, 2002

For many years the National Council on Alcoholism and Drug Dependence, Inc. (NCADD) has been a recognized leader in educating the American public about the nation's number one health problem, addiction to alcohol and other drugs. With great disappointment, the Board of Directors found itself having to respond to the new fragrance by internationally known Dior called "Addict."

WHAT YOU CAN DO

Use the sample letter below as a template for your own letter to the Chairman and CEO of Dior to express your outrage at this new marketing gimmick that belittles and disregards the millions of Americans, and people world-wide, affected by the devastating disease of addiction. Use any true anecdotes of how addiction has affected you or the people in your life. Use the sample letter as a base for a petition to demand Dior discontinue the ad campaign as soon as possible and rename the product. If possible, educate shoppers about this product outside of department and cosmetic stores (but don't trespass!) that sell the fragrance, and encourage them to sign on. Circulate a petition among church groups and members of the community who you work with normally on health issues or advertising issues. Send copies of correspondence you receive in response to your letters and petitions to NCADD at attention: Ames Sweet, NCADD, 20 Exchange Place, Suite 2910, New York, NY 10005.

SAMPLE LETTER

Bernard Arnault Chairman and Chief Executive Officer, LVMH 30, Avenue Hoche 75008 Paris, FRANCE Dear Mr. Arnault: I am writing with regard to the recent launch by Dior of the ad campaign for the new fragrance named "Addict." This marketing campaign was brought to my/our attention by the National Council on Alcoholism and Drug Dependence, Inc. (NCADD), and it is my sincere hope that you will discontinue the ad campaign as soon as possible and rename the product. Addiction is not an "advertising gimmick" but a sad fact of life for thousands of people who struggle daily with addiction. Addiction doesn't affect just one person. It is a web that entangles the family, friends and community of those who are addicted. As the nation's number one health problem, addiction strains the health care system, the economy, harms family life and threatens public safety. Being an "addict" is not something to be glorified, celebrated or mass marketed. It is deadly serious. The cost and consequences of addiction place an enormous burden on American society. Untreated addiction is more costly than heart disease, diabetes and cancer combined. About 18 million Americans have alcohol problems; about 5 to 6 million Americans have drug problems. More than nine million children live with a parent dependent on alcohol and/or illicit drugs. Perhaps a meeting with these children or with a group of parents who have lost children to drug addiction would help to educate your current advertising company as to just how serious a matter this is. There is nothing "bold, daring and totally sexy" about being an addict and building a marketing campaign around the concept of addiction is thoughtless, demeaning and irresponsible. I/We can only hope that Dior will rethink this matter, discontinue the marketing campaign and rename the product. Sincerely, [INSERT YOUR NAME] [INSERT YOUR TITLE, IF APPLICABLE] [INSERT YOUR COMPANY, IF APPLICABLE] cc:  Veronica Post          DIOR Consumer Affairs 19 E. 57th Street New York, NY 10022

National Council on Alcoholism and Drug Dependence, Inc.

244 East 58th Street, 4th Floor, New York, NY 10022 phone: 212/269-7797   fax: 212/269-7510 email: national@ncadd.org   http://www.ncadd.org HOPE LINE: We are experiencing technical problems with our helpline (800/NCA-CALL for 24-hour Affiliate referral). Please call 212/269-7797, ext 10. We expect to have the problems corrected shortly and apologize for any inconvenience. Thank you. (8/14/03)