The Partnership for a Drug-Free America Rebrands |
brandchannel.com - The Partnership for a Drug-Free America has a new name that puts its refreshed web resources front and center, The Partnership at Drugfree.org, and a new celebrity spokesperson in actress Melissa Gilbert. More after the jump.
"The change is also the culmination of more than a year of parent interviews, analysis and qualitative and quantitative research. New omnibus research from The Partnership at Drugfree.org also shows that when discovering what the organization does, an overwhelming majority of parents (94 percent) with children ages 10-17 would consider The Partnership at Drugfree.org as valuable to parents with kids at risk of using drugs and drinking. Embracing this learning, the 24-year-old nonprofit organization preserved the known strengths and attributes of its name: the concept of a partnership with parents and families. The new name is consistent with its mission, making it more relevant to parents and explicit as to where they can find the important tools and resources that position the organization as a cause leader on this issue.
Steve Pasierb, president and CEO of The Partnership at Drugfree.org, adds:
“Even with a rich history and many widely acclaimed, effective public education campaigns, our name was confusing to parents. Research showed that people assumed we were part of the government or an organization focused on drug policy. These perceptions were limiting our ability to best serve families and meet their individual needs. Parents also thought we focused exclusively on prevention. With resources to also help parents intervene and find treatment, we understand that while most kids don’t use drugs, many do, and far too many suffer problems or need help to overcome an addiction.”
The nonprofit’s first celebrity champion, Melissa Gilbert, added:
“I believe that the most compelling reality is that all parents will move heaven and earth to protect their children’s health because they love their kids. Both as a mother and as a person who is living a life in recovery, I know firsthand what a struggle it is for both a teen or young adult in trouble and their parent who feels helpless and utterly alone. The Partnership at Drugfree.org is here for all parents, myself included, at whatever their stage of need – from prevention to recovery – and most importantly reinforces that we are not alone.”
"The change is also the culmination of more than a year of parent interviews, analysis and qualitative and quantitative research. New omnibus research from The Partnership at Drugfree.org also shows that when discovering what the organization does, an overwhelming majority of parents (94 percent) with children ages 10-17 would consider The Partnership at Drugfree.org as valuable to parents with kids at risk of using drugs and drinking. Embracing this learning, the 24-year-old nonprofit organization preserved the known strengths and attributes of its name: the concept of a partnership with parents and families. The new name is consistent with its mission, making it more relevant to parents and explicit as to where they can find the important tools and resources that position the organization as a cause leader on this issue.
Steve Pasierb, president and CEO of The Partnership at Drugfree.org, adds:
“Even with a rich history and many widely acclaimed, effective public education campaigns, our name was confusing to parents. Research showed that people assumed we were part of the government or an organization focused on drug policy. These perceptions were limiting our ability to best serve families and meet their individual needs. Parents also thought we focused exclusively on prevention. With resources to also help parents intervene and find treatment, we understand that while most kids don’t use drugs, many do, and far too many suffer problems or need help to overcome an addiction.”
The nonprofit’s first celebrity champion, Melissa Gilbert, added:
“I believe that the most compelling reality is that all parents will move heaven and earth to protect their children’s health because they love their kids. Both as a mother and as a person who is living a life in recovery, I know firsthand what a struggle it is for both a teen or young adult in trouble and their parent who feels helpless and utterly alone. The Partnership at Drugfree.org is here for all parents, myself included, at whatever their stage of need – from prevention to recovery – and most importantly reinforces that we are not alone.”
Categories : Television Personality News, Celebrity Spokesperson News
Posted 10/8/2010 11:10:32 AM | Permalink
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