Muncie Times, Muncie, Delaware County, 8 June 1996 — Page 34

The Muncie Times, June 6, 1996, Page 34

New ad campaign asks, “Man or Slave?” In a positive use of today’s slickest marketing techniques, the Partnership for a Drug-Free America and the BBDO Advertising Agency have produced a hard-hitting public service announcement that addresses the destructive, potentially life-altering choices available to black and Latino inner-city youth. At the same time, it may help to diffuse some of the negative images that suburban whites have of inner city minorities. The campaign features positive images of males: a man in his early 30s playing with his children, a man working a traditional 9-to-5 job, and a young man achieving academic success by graduating from high school. For each image show, the label “Man” is emblazoned on the TV screen. These positive images are followed with the stark scene of a crack-addicted junkie showing his weakness for his pipe as he collapses on the street This image is labeled “Slave.” The spot is titled “Control,” and was put together with the creative guidance of teenagers from Compton, Calif., the exact audience the spot is trying to reach. The spot is augmented with an up-tempo musical score when the “Man” is in control and a down-beat refrain when the pipe controls the “Slave.” “Control” is the first of four ads produced by BBDO and the Partnership and was made with donated resources. If local television stations are willing to donate the airtime as part of their public service announcements, the ad spots are provided at no charge.

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