The Partnership at Drugfree.org is dedicated to preventing teen substance abuse. It was founded in 1986 and runs the largest public service campaign on the issue. The organization partners with groups like WeeWorld to educate teens about the risks of drug and alcohol use through the story of a real person in recovery. Their campaigns on social media and other sites generate millions of impressions and increased traffic to their prevention resources.

1. The Partnership at Drugfree.org is dedicated to
helping families solve the problem of teen
substance abuse
Our vision is for all young people to live their lives free of
drug and alcohol abuse

2. Key Facts About Us
• Founded in 1986 as private not-for-profit with
seed money from American Association of Advertising Agencies (formerly: The
Partnership for a Drug-Free America)
• The Partnership is the largest running single issue public service campaign in
the history of advertising with over 3,000 creative messages.
• The Partnership at Drugfree.org is 1 of only 13 organizations worldwide to
receive the prestigious Discovery Health Medical Honors award for
extraordinary contributions to world health.
• The Better Business Bureau’s Wise Giving Alliance officially certified the
organization for complying with their 20 rigorous standards for responsible
charity operations and governance.
• The New York Timeshas called us "one of the most effective drug-prevention
organizations in the United States.”

3. The Critical Need
35 million families with children ages 9-17 need help
with drug/alcohol prevention
(Source: US Census 2000)
Nearly two million people with a drug/alcohol problem
are between the ages of 12-17
(Source: NSDUH 2009)
Every day over 4,000teens 12-17 try an illicit drug for the
first time
90% of Addiction starts in theteenyears
Source: 2011 Partnership Attitude Tracking Survey, 2008 SAMHSA, 2007 Dennis

4. The Critical Need
35 million families with children ages 9-17 need help
with drug/alcohol prevention
(Source: US Census 2000)
Nearly two million people with a drug/alcohol problem
are between the ages of 12-17
(Source: NSDUH 2009)
Every day over 4,000teens 12-17 try an illicit drug for the
first time
90% of Addiction starts in theteenyears
Source: 2011 Partnership Attitude Tracking Survey, 2008 SAMHSA, 2007 Dennis

5. The Opportunity
Drug use is a PREVENTABLE
behavior and
Drug addiction is a
TREATABLE disease

6. The Partnership at
Drugfree.org
Online Resources
Spanning the continuum from:
prevention to
PlayHealthy!
treatmentand recovery
Add Time to Get Help

7. Case study: The Partnership at Drugfree.org &WeeWorld
Campaign Educates Teens About Drug and Alcohol Risks
Case study:
PartnershipThe PartnershiptheAmerica
frug-freeat Drugfree.org teamed up with WeeWorld to educatethe center of the campaign was
prevention and real-life consequences of drug and alcohol use. At
teens about substance abuse
Program an actual young adult named JT who is in recovery from substance abuse and addiction. Through his
Summary WeeMee, home page and room content, JT interacted with a growing base of over 20,000 WeeWorld
friends, posted messages and shared video’s and weekly scenarios drawn from the Partnership’s
teen-targeted site, CheckYourself.com
• Record number of cause-related virtual goods downloads of 212,000 assets over a 2 month period
• 47 million viral impressions
Results • Over 20,000 Friends
• Dramatic increase in traffic to CheckYourself.com
• Brand awareness for CheckYourself.com tripled
• JT (our character of an actual former drug abuser) was the most popular non celebrity in WW history.
Results • Passionate & Engaged feedback posted to JT’s wall came in at record speeds. Direct requests for
help and advice.
• Ongoing, WeeWorld remains a top 10 referrer to Checkyourself.com
User
Feedback on •“seeing the affects that drugs and alcohol can do to u is amazing…ppl around me do stuff like that
don’t know what they are getting into. I might start a club that can help others who have tried to smoke
JT’s Wall or drink alcohol.”
• “wow” that video was sooo meaningful – taught me & expanded on details that I
wouldn’t have known”
• “wow, what you are doing now on weeworld. I think it’s amazing . So many people
are addicted to drugs and alcohol.”
• “I thank God for people like you”
• “Wow, now I know what drugs can do to you and its something I hope, I’ll never do.”
• “I think everyone needs to watch that video.”
• “After seeing the effects of drugs I know for a fact that’s not for me. I would not ruin
my life that way.”
90% of Addiction starts in theteenyears

8. Custom Weeworld Campaign
Screen Shots & Highlights
Embracing Measurable Social
Media to engage & connect
directly with Teens

9. Custom Promotional News Feature

10. Homepage Custom Promotional Unit

11. JT’s User Home Page

12. JT’s Room

13. Video Player – 10 Minute Video
In JT’s Room

14. WeeMee Builder with Branded
Virtual Assets

15. Examples of User Comments on JT’s
Homepage Wall

16. Examples of User Comments on JT’s
Homepage Wall

17. Examples of User Comments on JT’s Homepage
Wall

18. The Partnership at Drugfree.org is dedicated to
helping families solve the problem of teen
substance abuse
Feel free to contact me to discuss ways we can partner
together to achieve great things:
Hilary Baris
Digital Media & Marketing Director
Hilary_baris@drugfree.org