The general's $1 billion gamble

Fitzgerald, Nora
June 1998
Adweek Eastern Edition;6/8/1998, Vol. 39 Issue 23, p24
Profiles General Barry McCaffrey, who is leading the United States government's $1 billion anti-drug media campaign targeting children. Goal to reduce drug abuse among pre-teens and teens by 50% in ten years; Controversy over effectiveness of social marketing campaign; McCaffrey's belief in the power of advertising; McCaffrey as director of the White House Office of National Drug Control Policy.


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