Partnership to End Addiction, first known as the Partnership for a Drug-Free America (PDFA) then later as the Partnership at DrugFree.org, and The Partnership for Drug-Free Kids, is a New York City-based non-profit organization which runs campaigns to prevent teenage drug and alcohol use 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, MDMA, and others, as well as discouraging the use of alcohol and nitrous oxide, by breaking away from a standard public service approach and doing a coordinated media campaign. While the organization has focused drug prevention advertising on broadcast media such as television, there are signs in recent years that it is shifting media support to emerging channels such as video-on-demand, digital technology and particularly the Internet. The organization's marketing experience was written up as a 58-page marketing "case study" for study by students at the Harvard Business School. The organization is perhaps best known for its iconic TV ad This Is Your Brain on Drugs, but it had made over 3,000 ads by 2011 while pursuing a flexible strategy. More information...
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