The Partnership at DrugFree.org

The Partnership at DrugFree.org

About The Partnership at DrugFree.org

The Partnership at Drugfree.org, formerly known as the Partnership for a Drug-Free America (PDFA) is a New York City-based non-profit organization which runs campaigns against teenage drug and alcohol abuse in the United States. It is notable for mobilizing volunteer talent "against a single social problem" to help young people "live their lives free of drug and alcohol abuse," and to assist parents in prevention efforts. The organization gets input from scientists, specialists in communication, researchers and others, and offers resources for parents and teenagers on its website. It focused efforts to "unsell" illegal drugs such as cocaine, heroin, prescription drugs, marijuana, Ecstasy, and others, as well as discouraged abuse of alcohol and nitrous oxide by breaking away from a standard public service approach and doing a coordinated media campaign. While the agency has focused anti-drug advertising on broadcast media such as television, there are signs in recent years that it is shifting media dollars to emerging channels such as video-on-demand, digital technology and particularly the Internet. The agency's marketing experience was written up as a 58-page marketing "case study" for study by students at the Harvard Business School. The agency is perhaps best known for its iconic TV ad This is your brain on drugs, but it has made over 3,000 ads by 2011 while pursuing a flexible strategy.

Contributions by Tomwsulcer, Cindybriggins, and VladKopy.