The Partnership at Drugfree.org today unveils TV and radio spots as part of its 2010 national Spanish-language multimedia public service and prevention campaign aimed at thwarting drug use among Latino youth.
Created around the central idea that drugs aren’t just a problem for the neighbor’s kid and can easily become an issue in one’s own home, “El Hijo del Vecino” (“The Neighbor’s Kid”), is a series of 30-second TV and radio spots that focus on a neighborhood where everyone from a concerned parent to the school principal to the school janitor point to the neighbor’s kid as the source of local drug problems.
Hispanic parents are the targets of the messaging, which builds on the nonprofit organization’s “Habla Con Tus Hijos” (“Talk with your Kids”) initiative.
Hispanic parents are less likely (88 percent) to talk with their kids about the risks of drug and alcohol use compared to African American (94 percent) and Caucasian parents (92 percent), according to the 2008 Partnership Attitude Tracking Study.
Moreover, among the nation’s 35 million families with children ages 9-17, nearly 7 million Hispanic families with children in that age group are considered at risk for abusing drugs and alcohol, per the Partnership at Drugfree.org.