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

HEROES

National Council on Alcoholism and Drug Abuse--St. Louis Area
St. Louis, MO

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"The War on Drugs is Being Fought By and For Children. All Children."
This slogan redirects an ailing metaphor and summarizes the two-fold purpose of an on-going campaign by the National Council on Alcoholism and Drug Abuse-St. Louis Area (NCADA). Simply titled HEROES, it is designed both to raise public awareness about the affects of alcohol and other drugs on youth and to raise the funds to arm and protect them. Introduced in 1999, with nationally renowned broadcaster Bob Costas as honorary chairman, HEROES now frames NCADA's public relations and fundraising efforts. A booklet, brochure, agency video, PSAs and posters poignantly portray an approach that looks beyond border patrols, incarceration and crop destruction, and into the faces of those most affected by the War on Drugs -- our children.

Why HEROES? Because young and old, children are players in the real life drama euphemistically titled the War on Drugs. Each day a child is born who must eventually struggle to become a hero in a culture where music, media and social norms condone, and at times glorify, alcohol and other drug abuse. They must cope as victims of adult and peer substance abuse -- whether from personal assault or its social and financial consequences.

HEROES shifts the emphasis of the War on Drugs from punishment to prevention and treatment. It challenges adults to become champions for children by contributing their time, talent and/or resources in order to reduce the effects of alcohol and other drugs needed to resist chemical substance involvement. Thus parents, the recovering community, volunteers, foundations, corporations and individuals who offer financial and in-kind support become HEROES HELPING HEROES - a campaign phrase that acknowledges the extraordinary significance of their donations.

Generous heroes have reduced the cost of the campaign. Simon and Cirulus, a St. Louis creative and strategic marketing company, voluntarily created the HEROES concept. A six-page booklet captures the essence of youth's role in the War on Drugs; a back pocket holds campaign and agency materials including NCADA's Annual Report and a tri-fold HEROES brochure. The company also designed two posters depicting the theme: it takes one to make one -- referring to adult role models. A tear-off pad titled Help Your Child Be a Hero offers advice and encourages adults to contact NCADA for guidance. Bob Costas contributed his time for an agency video and PSAs; and a local production company, PBS station, camera and sound crews, and printers all donated or discounted services.

Although relatively new and still evolving, the HEROES Campaign is proving to be a successful tool with even greater potential to enhance NCADA's ability to carry out its mission to provide the highest quality resources and services that promote a safe and healthy community free of problems associated with alcohol and other drugs. (revised 4/01)

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: 800/NCA-CALL (24-hour Affiliate referral)