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TCI Client Dares to Tell the TruthThe hardy and ongoing debate about what kinds of curriculum and programs actually curtail substance abuse among kids has often yielded more questions than answers. But Tobin Communications, Inc., in an aggressive Radio Media Tour campaign with Porter/Novelli client D.A.R.E. (Drug Abuse Resistance Education), helped Americans finally get the answers to some of those questions. A feasibility study (conducted in several middle schools in Ohio in 2000) found that students taught a new D.A.R.E. curriculum showed improved communications skills and new beliefs about the prevalence of substance abuse: two indicators of whether a child will use drugs. Those students who were not exposed to the curriculum did not show improvement in these key factors. Even though D.A.R.E. operates in 80 percent of all school districts in the U.S. and reaches more than 36 million young people each year, statistics alone frequently don't mean much unless they are put into context. But TCI guaranteed that those numbers had "real" meaning by getting spokesperson Bill Alden airtime on more than 50 radio stations located in America's heartland and major cities to talk about D.A.R.E. and its tangible benefits. |
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