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Partnership for a Drug-Free America Forms Strategic Alliances with Five of the Nation's Top National Youth and Parent Organizations
Jul 05, 2007 (10:07 AM EDT)


NEW YORK, July 5 /PRNewswire/ -- The Partnership for a Drug-Free America(R) announced today that its new cause marketing initiative, Time to Talk (TM), has taken a significant step forward by forming strategic alliances with five major youth and parent-serving organizations, including the nation's largest youth service organization, Boys and Girls Clubs of America.

"Boys & Girls Clubs of America is thrilled to collaborate with Partnership for a Drug-Free America on the Time to Talk initiative," said Judith J. Pickens, M.Ed., senior vice president, Program & Youth Development Services. "We know that parents are their child's first and most important teachers and this meaningful partnership will engage countless children, young people, families and communities nationwide."

Joining the Boys and Girls Clubs of America, in support of Time to Talk ( www.timetotalk.org ) are the YMCA of the USA, the National PTA, National Association of School Nurses and Dads & Daughters. These Partnerships will help promote new, engaging resources for parents to effectively engage with their kids to more than 32 million members, volunteers and staff in local communities across the nation. Additionally, the American Pharmacists Association has signed on to support the Time to Talk initiative.

"Partnering with highly respected and significant youth and parent organizations presents a wonderful opportunity for the Partnership," said Steve Pasierb, president and CEO of the Partnership. "We will join in a united effort to better provide the tools that parents have been asking for to help them truly engage in an ongoing dialogue with their teens about living healthy lives free of alcohol and drugs. Working in concert with these organizations and exploring new ways to collaborate, we are empowering parents and a diverse group of caring adults in local communities across America."

The Time to Talk campaign is a year-round national movement inspired by the Partnership's ongoing research that shows kids who learn a lot about the risks of drugs from parents are up to 50 percent less likely to use drugs. Yet, only 31 percent of teens report learning about the risks of drugs from their parents.

Time to Talk also lends itself to year-round marketing promotions and incentives that will benefit families. It will be supported by a national public relations and advertising campaign and by a parent-focused Web site ( www.timetotalk.org ) that encourages ongoing parent participation and promotes corporate involvement. Parents are also urged to sign up for e-newsletters that offer exclusive access to useful tools and tips for parents.

"This cause-related campaign presents a tremendous opportunity for corporations to become active sponsors of parenting tools and support for a health issue that impacts more than 100 million Americans," said Debbie Kellogg, director corporate relations and alliances for the Partnership. "Time to Talk is an ideal way for family-centric brands to foster good will in their community and create a deeper connection to millions of families with children ages 8-19."

The Time to Talk campaign will be officially launched in August. However, this on-demand resource is available online now to help motivate constant communication among family members. Benefits for parents and caregivers include practical information and tools supplemented by new information on emerging drugs of abuse and time-tested ways of keeping kids healthy. Each month, new helpful resources, parenting tips and opportunities to learn from other parents through supportive online social networks will become available. Parents can also receive free e-newsletters by signing up at www.timetotalk.org .

The Partnership for a Drug-Free America is a nonprofit organization uniting communications professionals, leading scientists and parents. Best known for its national drug-education campaign, the Partnership's mission is to reduce illicit drug use in America. Now in its 20th year, the Partnership is evolving to enable all parents and caregivers to effectively address issues of drug and alcohol abuse to help their children lead healthy drug-free lives. A major new initiative is now unfolding that integrates the latest science and research with the most effective traditional media and digital communication techniques to give parents the tools, resources and support they need. This effort - the first ever for the Partnership - will include a web-based information center, parent-to-parent support network, a national toll-free call center and user-friendly online/offline tools. The Partnership thanks SAG/AFTRA for their ongoing generosity.

CONTACT: Josie Feliz, +1-212-973-3505, or Paul Costiglio, +1-212-973-3530,both of The Partnership for a Drug-Free America

Web site: http://www.timetotalk.org/