Ask the Scholar
Document scope · 1 page
Scholar
Ask about this object, its catalog metadata, its source description, or the page inventory.
For page-specific OCR and visual context, open one of the page chats.
Scholar Source Context
Document identity
localId
323150762
label
Drug Free America 11/2/89 [OA 3537]
core
doc
dtoType
document
citationUrl
pageCount
1
Source metadata
id
323150762
contentType
document
title
Drug Free America 11/2/89 [OA 3537]
citationUrl
identifierLocal
13508-014
collections
Records of the White House Office of Speechwriting (George H. W. Bush Administration)
Speech Draft Files
imageCount
1
hasImages
yes
source
import
hasTranscription
no
Source extras
naId
323150762
levelOfDescription
fileUnit
recordType
description
ocrSource
nara-archive
Single page context
seq
1
pageIndex
0
type
document
mediaId
d9c56d78ffa7bad4
ocrText
Originally Processed With FOIA(s):
FOIA Number:
S
FOIA
MARKER
This is not a textual record. This is used as an
administrative marker by the George Bush Presidential
Library Staff.
Record Group/Collection:
George H.W. Bush Presidential Records
Collection/Office of Origin:
Speechwriting, White House Office of
Series:
Speech File Draft Files
Subseries:
Chron File, 1989-1993
OA/ID Number:
13508
Folder ID Number:
13508-014
Folder Title:
Drug Free America 11/2/89 [OA 3537]
Stack:
Row:
Section:
Shelf:
Position:
G
25
6
5
7
THE WHITE HOUSE
Office of the Press Secretary
For Immediate Release
November 2, 1989
REMARKS BY THE PRESIDENT
TO THE PARTNERSHIP FOR A DRUG-FREE AMERICA
Room 450
Old Executive Office Building
2:52 P.M. EST
THE PRESIDENT: I'm delighted to be here and look forward
to seeing you in a little bit across the way. But to Chairman Jim
Burke, let me first thank you, Jim, for bringing together such a
talented array of people. And I am grateful to see all of you here.
I'm grateful for what you're doing.
Welcome to the White House. or, more accurately, the
White House Complex. I never understood that phrase. Sounds like
some kind of a neurosis -- (laughter) -- or perhaps a bad case of
Potomac fever.
I am very pleased to see Bill Bennett here. And I want
to take this opportunity to say that he has not only my full
confidence, but total support in this effort.
It's an honor to have you all here today. And I'm
grateful that some of you have agreed to serve on advisory
committees. I see Bill Moss and others here. And, of course,
helping in Jim -- the work that he is really undertaking is terrific.
This group is at the leading edge of a powerful and moving effort --
debunking the big myth about drugs -- by deglamorizing them and
deglamorizing their users.
And having had some experience a long time ago in
business, I think I understand a few of the day-to-day concerns of
running a company. And so it's all the more impressive that you're
devoting significant time and resources to this struggle against
illegal drugs.
You're managing to look past the day-to-day operations
and beyond the balance sheets because you understand that America may
have no more pressing domestic priority than the struggle to get the
drugs off the streets and out of our schoolyards.
Earlier this fall, I presented, with the advice and help
of many here, a National Drug Strategy to increase the federal
efforts in the war against drugs and to better coordinate the vast
range of resources, and the agencies and people devoted to solving
the drug problem.
When I presented that plan, I was convinced that a nation
united against drugs could not lose. And I still really believe
that. And I also remain convinced that the federal government will
never solve this problem by itself.
That's why what you're doing is absolutely crucial -- and
it's why, in my address to the nation, I made a point of thanking
those who are donating air time and space for this antidrug message.
I'll tell you, you can feel it. You can feel the change, I think, in
the awareness of the American people as a result of what many in this
room have already done in that regard.
Among the four pieces of our drug strategy --
MORE
- 2 -
enforcement, interdiction, treatment and prevention -- you understand
that it's the last point -- prevention -- that offers the best
long-term potential.
With Jim's leadership -- Jim Burke's leadership, this
Partnership for a Drug-Free America is producing hard-hitting, and
carefully targeted messages -- effectively tackling the drug issue
from the demand side.
I was moved by -- and I know Bill was -- we've talked
about it -- by President Barco of Colombia's charge about -- to us --
stop the consumption. He's not blaming his own problems entirely on
that, but it's a charge that I was happy to repeat on his behalf --
on our behalf -- to the entire country. So you're tackling the
demand side -- breaking a few eggs in the process -- as you put your
marketing and communications expertise to work. Because nobody
understands demand psychology better than you.
There is that ad where a television, a trip to Paris, a
new car -- all disappear right under the cocaine user's nose. or
another about how a drug-induced "high" is like diving into the empty
swimming pool. And the infamous frying egg. These are images no
child or adult can easily forget.
By applying marketing experience and advertising talent
to unsell drug use, and drug users, your ads are really managing to
induce, nationwide, an ideological allergy to illegal drugs.
You know, it occurred to me. Never before in the history
of man have such energy, talent and resources been devoted to getting
people not to buy something.
The Partnership's message -- some call them
"advertorials" -- clearly seem to work. A year after this campaign
began in 1987 -- and I don't think it's mere coincidence -- Americans
of all ages viewed drug use and drug users more negatively -- a trend
that is continuing to this day.
That's the message about your medium. You've shown that
the private sector can do what legislation alone never can do --
change attitudes.
Your generosity in the past, providing the time and space
to showcase these messages, has been outstanding. And it's by far
the largest such effort in the history of the industry.
But what you're setting out to do -- committing $1
million a day in advertising time and space, every day for three
years -- is truly extraordinary. And it's an effort that I
personally want to see succeed, because it's so important to our
struggle against drugs.
Beyond earning presidential appreciation, which in your
case, that's easy -- you've got that -- and certainly personal
admiration and respect -- you've got that. But your continuing
support of this Partnership demonstrates the best in the American
spirit of service to others.
In fact, I'm told that the Partnership for a Drug-Free
America is the largest volunteer private sector ad campaign since the
war bond drives back in World War II. And you've clearly taken to
heart the conviction that I share, that from now on in America any
definition of a successful life must include serving others.
Yours is the kind of civic spirit America has always
turned to -- and been able to count on -- when faced with threats
from abroad or at home.
So today, a generation of Americans is threatened from an
enemy within -- literally. It courses through their veins, and
compromises their minds, and closes the doors of their future. This
generation deserves better. And with your help, will know better.
MORE
- 3 -
So by contributing this unique ability to influence
public opinion to the problem of drug abuse, you are setting high
standards for the rest of the nation to follow. Like the Partnership
for a Drug-Free America, every individual and institution must decide
to make its own contribution to bettering our communities.
You have the power -- you have that power to change
America's mind about drugs. So, keep breaking the eggs and putting
together young lives.
Thank you all very, very much for what you're doing. I
really mean it. It is absolutely essential service to the greatest
country on the face of the Earth. Thank you very, very much.
END
3:00 P.M. EST
File
PARTNERSHIP FOR A DRUG-FREE AMERICA / RM. 450, O.E.O.B.
THURSDAY, NOVEMBER 2, 1989 / 2:45 P.M.
THANK YOU. CHAIRMAN JIM BURKE, LET ME FIRST THANK
YOU FOR BRINGING TOGETHER SUCH AN ARRAY OF TALENT.
WELCOME TO THE WHITE HOUSE. OR, MORE ACCURATELY,
"THE WHITE HOUSE COMPLEX." [[ NEVER UNDERSTOOD THAT
PHRASE. SOUNDS LIKE SOME KIND OF NEUROSIS. .OR MAYBE
A REALLY BAD CASE OF PoToMac FEVER. ]]
- 2 -
It's AN HONOR TO HAVE YOU HERE TODAY. THIS GROUP
IS AT THE LEADING EDGE OF A POWERFUL AND IMPORTANT
MOVEMENT: DE-BUNKING THE BIG MYTH ABOUT DRUGS -- BY
DE-GLAMORIZING THEM, AND THEIR USERS.
BEING SOMETHING OF BUSINESSMAN FROM WAY BACK, I
THINK I UNDERSTAND A FEW OF THE DAY-TO-DAY CONCERNS OF
RUNNING A COMPANY. So IT'S ALL THE MORE IMPRESSIVE
THAT YOU'RE DEVOTING SIGNIFICANT TIME AND RESOURCES To
THE STRUGGLE AGAINST ILLEGAL DRUGS.
- 3 -
You're MANAGING TO LOOK PAST DAY-TO-DAY
OPERATIONS -- AND BEYOND BALANCE SHEETS -- BECAUSE YOU
UNDERSTAND THAT AMERICA MAY HAVE NO MORE PRESSING
DOMESTIC PRIORITY THAN THE STRUGGLE TO GET DRUGS OFF
THE STREETS AND OUT OF THE SCHOOLYARDS.
- 4 -
EARLIER THIS FALL, I PRESENTED TO THE NATION A
NATIONAL DRUG STRATEGY, TO INCREASE FEDERAL EFFORTS IN
THE WAR AGAINST DRUGS AND TO BETTER COORDINATE THE VAST
RANGE OF RESOURCES, AGENCIES, AND PEOPLE DEVOTED TO
SOLVING THE DRUG PROBLEM.
WHEN I PRESENTED THAT PLAN, I WAS CONVINCED THAT A
NATION UNITED AGAINST DRUGS COULD NOT LOSE -- AND I
STILL BELIEVE THAT.
- 5 -
BUT I ALSO REMAIN CONVINCED THAT THE FEDERAL GOVERNMENT
WILL NEVER SOLVE THE PROBLEM BY ITSELF.
THAT'S WHY WHAT YOU'RE DOING IS so CRUCIAL -- AND
IT'S WHY, IN MY ADDRESS TO THE NATION, I MADE A POINT
OF THANKING THOSE WHO ARE DONATING AIR TIME AND SPACE
FOR ANTI-DRUG MESSAGES.
- 6 -
AMONG THE FOUR PIECES OF OUR DRUG STRATEGY --
ENFORCEMENT, INTERDICTION, TREATMENT, AND PREVENTION --
YOU UNDERSTAND THAT IT'S THE LAST POINT, PREVENTION,
THAT OFFERS THE BEST LONG-TERM POTENTIAL.
WITH JIM BURKE'S TERRIFIC LEADERSHIP, THE
PARTNERSHIP FOR A DRUG-FREE AMERICA IS PRODUCING HARD-
HITTING, CAREFULLY TARGETED MESSAGES -- EFFECTIVELY
TACKLING THE DRUG PROBLEM FROM THE DEMAND SIDE.
. 7 -
You're EVEN BREAKING A FEW EGGS IN THE PROCESS AS
YOU'VE PUT YOUR MARKETING AND COMMUNICATIONS EXPERTISE
TO WORK -- BECAUSE NOBODY UNDERSTANDS "DEMAND
PSYCHOLOGY" BETTER THAN YOU.
THERE'S THE AD WHERE A TV, A TRIP TO PARIS, A NEW
CAR -- ALL DISAPPEAR RIGHT UNDER A COCAINE USER'S NOSE.
OR ANOTHER ABOUT HOW A DRUG-INDUCED "HIGH" IS LIKE
DIVING INTO AN EMPTY SWIMMING POOL. AND THE INFAMOUS
FRYING EGG -- THESE ARE IMAGES NO CHILD OR ADULT CAN
EASILY FORGET.
- 8 -
BY APPLYING MARKETING EXPERIENCE AND ADVERTISING
TALENT TO "UNSELL" DRUG USE -- AND DRUG USERS -- YOUR
ADS ARE MANAGING TO INDUCE, NATION-WIDE, AN IDEOLOGICAL
ALLERGY TO ILLEGAL DRUGS.
You KNOW, IT OCCURRED TO ME: NEVER BEFORE IN THE
HISTORY OF MAN HAVE SUCH ENERGY, TALENT, AND RESOURCES
BEEN DEVOTED TO GETTING PEOPLE NOT TO BUY SOMETHING.
THE PARTNERSHIP'S MESSAGES -- SOME CALL THEM
"ADVERTORIALS" -- CLEARLY SEEM TO WORK.
- 9 -
A YEAR AFTER THIS CAMPAIGN BEGAN IN 1987 -- AND I DON'T
THINK IT'S MERE COINCIDENCE -- AMERICANS OF ALL AGES
VIEWED DRUG USE AND DRUG USERS MORE NEGATIVELY -- A
TREND THAT CONTINUES.
THAT'S THE MESSAGE ABOUT YOUR MEDIUM: YOU'VE SHOWN
THAT THE PRIVATE SECTOR CAN DO WHAT LEGISLATION ALONE
NEVER CAN -- CHANGE ATTITUDES.
YOUR GENEROSITY IN THE PAST, PROVIDING TIME AND
SPACE TO SHOWCASE THESE MESSAGES, HAS BEEN OUTSTANDING.
- 10 -
IT'S BY FAR THE LARGEST SUCH EFFORT IN THE HISTORY OF
THE INDUSTRY.
BUT WHAT YOU'RE SETTING OUT TO DO -- COMMITTING ONE
MILLION DOLLARS A DAY IN ADVERTISING TIME AND SPACE,
EVERY DAY FOR THREE YEARS -- IS TRULY EXTRAORDINARY.
IT'S AN EFFORT THAT I PERSONALLY WANT TO SEE SUCCEED --
BECAUSE IT'S so IMPORTANT TO OUR STRUGGLE AGAINST
DRUGS.
- 11 -
BUT BEYOND EARNING PRESIDENTIAL APPRECIATION -- AND
MY PERSONAL ADMIRATION -- YOUR CONTINUING SUPPORT OF
THE PARTNERSHIP DEMONSTRATES THE BEST IN THE AMERICAN
SPIRIT OF SERVICE TO OTHERS.
IN FACT, I'M TOLD THAT THE PARTNERSHIP FOR A DRUG-
FREE AMERICA IS THE LARGEST VOLUNTEER PRIVATE SECTOR AD
CAMPAIGN SINCE THE WAR-BOND DRIVES OF WORLD WAR II.
- 12 -
You HAVE CLEARLY TAKEN TO HEART MY CONVICTION THAT FROM
NOW ON IN AMERICA ANY DEFINTION OF A SUCCESSFUL LIFE
MUST INCLUDE SERVING OTHERS.
YOURS IS THE KIND OF CIVIC SPIRIT AMERICA HAS
ALWAYS TURNED TO -- AND BEEN ABLE TO COUNT ON -- WHEN
FACED WITH THREATS FROM ABROAD OR AT HOME.
TODAY, A GENERATION OF YOUNG AMERICANS IS
THREATENED BY AN "ENEMY WITHIN" -- LITERALLY.
- 13 -
IT COURSES THROUGH THEIR VEINS, COMPROMISES THEIR
MINDS, AND CLOSES THE DOORS ON THEIR FUTURE. THIS
GENERATION DESERVES BETTER -- AND WITH YOUR HELP, WILL
KNOW BETTER.
BY CONTRIBUTING YOUR UNIQUE ABILITY TO INFLUENCE
PUBLIC OPINION TO THE PROBLEM OF DRUG ABUSE, YOU ARE
SETTING A HIGH STANDARD FOR THE REST OF THE NATION TO
FOLLOW.
- 14 - -
LIKE "THE PARTNERSHIP FOR A DRUG FREE AMERICA," EVERY
INDIVIDUAL AND INSTITUTION MUST DECIDE TO MAKE ITS OWN
CONTRIBUTION TO BETTERING OUR COMMUNITIES.
You HAVE THE POWER TO CHANGE AMERICA'S MIND ABOUT
DRUGS. So KEEP BREAKING EGGS -- AND PUTTING TOGETHER
YOUNG LIVES.
THANK YOU. GOD BLESS YOU. AND MAY GOD BLESS THE
WORK YOU'RE DOING.
###
THE WHITE HOUSE
WASHINGTON
October 31, 1989
MEMORANDUM FOR CHRISS WINSTON
DEPUTY ASSISTANT TO THE PRESIDENT
FOR COMMUNICATIONS
FROM:
NELSON LUND of
ASSOCIATE COUNSEL TO THE PRESIDENT
SUBJECT:
Draft Presidential Remarks: Partnership for a
Drug-Free America
This will confirm our oral advice to your office that Counsel's
office has reviewed the captioned remarks. We have no legal
objections.
We appreciate having had the opportunity to review these remarks.
CC: James W. Cicconi
£2:2d $ 130.68
086247SS
Document No.
WHITE HOUSE STAFFING MEMORANDUM
10/30/89
10/31/89 2:00 PM
DATE:
ACTION/CONCURRENCE/COMMENT DUE BY:
PRESIDENTIAL REMARKS: PARTNERSHIP FOR A DRUG-FREE AMERICA
SUBJECT:
ACTION FYI
ACTION FYI
VICE PRESIDENT
MCCLURE
SUNUNU
NEWMAN
SCOWCROFT
PORTER N/C
DARMAN
ROGICH
BATES N/C
UNTERMEYER
ROGERS
CARD
CICCONI
WINSTON
DEMAREST N/C
PINKERTON
FITZWATER
BENNETT
GRAY
PETERSMEYER
HAGIN
REMARKS:
Please forward any comments directly to Chriss Winston, Rm. 122,
x2930, no later than 2:00 PM, Tuesday, October 31, with a copy to
my office. Thank you.
RESPONSE:
James W. Cicconi
Assistant to the President
and Deputy to the Chief of Staff
Ext. 2702
(Lange/Simon)
October 30, 1989
1989 OCT 30 PM 4: 37
3:45 a.m.
[ADVT.DOC]
PRESIDENTIAL REMARKS:
PARTNERSHIP FOR A DRUG-FREE AMERICA
ROOM 450, O.E.O.B.
THURSDAY, NOVEMBER 2, 1989
2:45 P.M.
Thank you. Jim Burke, [acknowledgements]
...
Welcome to the White House. Or, more accurately, "The White
House Complex." [[ Never understood that phrase. Makes the
or maybe a really bad case
place sound like some kind of neurosis
]] of Potomac fever.
It's an honor to have you here today. This group is at the
leading edge of a powerful and important movement: De-bunking
the big myth about drugs -- by de-glamorizing them, and their
users.
[[ Of course, you're breaking a few eggs in the process.
Reminds me of that ad, showing how drugs fry your brain like an
egg. Pretty tough stuff. I don't know about you, but the
morning after I saw that one, I ate cereal for breakfast. ]]
Being something of businessman from way back, I think I
understand a few of your the day-to-day concerns, So it's all the
(of running a company.)
more impressive that you're devoting significant your time and resources to
the struggle against illegal drugs.
You're managing to look past day-to-day operations -- and
beyond balance sheets -- because you understand that America may
have no more pressing domestic priority than the struggle to get
drugs off the streets and out of the schoolyards.
federal effortsm
?
mcrease the was against drugs and to
2
and sens greas to
Earlier this fall I presented to the nation a National Drug
Strategy, to better coordinate the vast range of resources,
agencies, and people devoted to solving the drug problem.
When I presented that plan, I was convinced that a nation
united against drugs could not lose -- and I still believe that.
But I also remain convinced that the federal government will
never solve the problem by itself.
That's why what you're doing is so crucial -- and it's why,
in my address to the nation, I made a point of thanking those who
are donating air time and space for anti-drug messages.
Among the four pieces of our drug strategy -- enforcement,
interdiction, treatment, and prevention -- you understand that
it's the last point, prevention, that offers the best long-term
potential.
With Jim Burke's terrific leadership, the Partnership for a
Drug-Free America is producing hard-hitting, carefully targeted
messages -- effectively tackling the drug problem from the demand
side. You've put your marketing and communications expertise to
"
than you
work -- because nobody understands demand psychology better.
There's the ad where a TV, a trip to Paris, a new car -- all
disappear right under a cocaine user's nose. Or another about
how a drug-induced "high" is like diving into an empty swimming
(Cheldor adult
pool. And the infamous frying egg -- these are images no kid can
easily forget.
3
By applying marketing experience and advertising talent to
"unsell" drug use -- and drug users -- your ads are managing to
induce, nation-wide, an ideological allergy to illegal drugs.
You know, it occurred to me: Never before in the history of
man have such energy, talent, and resources been devoted to
getting people not to buy something Any of you interested in
working on some Democratic campaigns? ]]
The Partnership's messages -- some call them "advertorials"
Ayear after
-- clearly seem to work. When this campaign began in 1987 drug
use had been steadily worsening. But after the Partnership got
Americans
of
all
ages
to work -- and I don't think it's mere coincidence -- drug use
view
?
more
negatively
drug users
started to go down among high school seniors. Even cocaine use.
That's the message about your medium: You've shown that the
thatrend continues.
can
private sector can do what legislation alone never will -- change
attitudes.
Your generosity in the past, providing time and space to
showcase these messages, has been outstanding. It's by far the
largest such effort in the history of the industry.
But what you're setting out to do -- committing one million
dollars a day in advertising time and space, every day for three
years -- is truly extraordinary. It's an effort that I
want to
personally hope succeeds -- because it's so important to our
struggle against drugs.
But beyond earning Presidential appreciation -- and my
personal admiration -- your continuing support of the Partnership
service to others.
demonstrates the best in the American spirit of volunteerism.
4
In fact, I'm told that the Partnership for a Drug-Free
America is the largest volunteer private sector ad campaign since
the war-bond drives of World War II.
yours IS
That's the kind of civic spirit America has always turned to
-- and been able to count on -- when faced with threats from
abroad or at home.
Today a generation of young Americans is threatened by an
11- literally.
" enemy withinx It courses through their veins, compromises their
minds, and closes the doors on their future. This generation
?
deserves better -- and with your help, will know better.
inserta
You have the power to change America's mind about drugs.
putting together
So keep breaking eggs -- and saving young lives.
Thank you. God bless you. And may God bless the work
you're doing.
# # #
you have clearly taken to heart my
Conviction that from now on in america any
difention of a successful life must include
serving others.
THE WHITE HOUSE
WASHINGTON
Date: 10/30/8
TO: Cleriss Winston
FROM:
Office CLARK of KENT National ERVIN Service G
x6266
Action
Your Comment
Let's Talk
FYI
Actualed are an comments an
the Princely for A Drug Free
America speed.
086247SS
Document No.
WHITE HOUSE STAFFING MEMORANDUM
10/30/89
10/31/89 2:00 PM
DATE:
ACTION/CONCURRENCE/COMMENT DUE BY:
PRESIDENTIAL REMARKS: PARTNERSHIP FOR A DRUG-FREE AMERICA
SUBJECT:
ACTION FYI
ACTION FYI
VICE PRESIDENT
MCCLURE
SUNUNU
NEWMAN
SCOWCROFT
PORTER
DARMAN
ROGICH
BATES
UNTERMEYER
ROGERS
CARD
CICCONI
WINSTON
DEMAREST
PINKERTON
FITZWATER
BENNETT
GRAY
PETERSMEYER
HAGIN
REMARKS:
Please forward any comments directly to Chriss Winston, Rm. 122,
x2930, no later than 2:00 PM, Tuesday, October 31, with a copy to
my office. Thank you.
RESPONSE:
89 OCT 31 AlO 39
James W. Cicconi
Assistant to the President
and Deputy to the Chief of Staff
Ext. 2702
(Lange/Simon)
October 30, 1989
1989 OCT 30 PM 4: 37
3:45 a.m.
[ADVT. DOC]
PRESIDENTIAL REMARKS:
PARTNERSHIP FOR A DRUG-FREE AMERICA
ROOM 450, O.E.O.B.
THURSDAY, NOVEMBER 2, 1989
2:45 P.M.
what
1
Thank you. Jim Burke, [acknowledgements]
...
group.
Welcome to the White House. Or, more accurately, "The White
House Complex." [[ Never understood that phrase. Makes the
place sound like some kind of neurosis
]]
It's an honor to have you here today.
This
group
is
at
the
leading edge of a powerful and important movement: De-bunking
the big myth about drugs by de-glamorizing them, and their
users.
his semins valid
[[ Of course, you're breaking a few eggs in the process.
Reminds me of that ad, showing how drugs fry your brain like an
subject
egg. Pretty tough stuff. I don't know about you, but the
&
morning after I saw that one, I ate cereal for breakfast. ]]
Being something of businessman from way back, I think I
understand a few of your day-to-day concerns. So it's all the
more impressive that you're devoting your time and resources to
the struggle against illegal drugs.
You're managing to look past day-to-day operations -- and
beyond balance sheets -- because you understand that America may
have no more pressing domestic priority than the struggle to get
drugs off the streets and out of the schoolyards.
2
Earlier this fall I presented to the nation a National Drug
Strategy, to better coordinate/the vast range of resources,
agencies, and people devoted to the drug problem.
solving
When I presented that plan, I was convinced that a nation
united against drugs could not lose -- and I still believe that.
But I also remain convinced that the federal government will
never solve the problem by itself.
That's why what you're doing is so crucial -- and it's why,
in my address to the nation, I made a point of thanking those who
are donating air time and space for anti-drug messages.
Among the four pieces of our drug strategy -- enforcement,
interdiction, treatment, and prevention -- you understand that
it's the last point, prevention, that offers the best long-term
potential.
With Jim Burke's terrific leadership, the Partnership for a
Drug-Free America is producing hard-hitting, carefully targeted
messages -- effectively tackling the drug problem from the demand
side. You've put your marketing and communications expertise to
"
than
work -- because nobody understands demand psychology better
you
There's the ad where a TV, a trip to Paris, a new car -- all
disappear right under a cocaine user's nose. Or another about
how a drug-induced "high" is like diving into an empty swimming
pool. And the infamous frying egg -- these are images no kid can
easily forget.
Child or adult
3
By applying marketing experience and advertising talent to
"unsell" drug use -- and drug users -- your ads are managing to
induce, nation-wide, an ideological allergy to illegal drugs.
You know, it occurred to me: Never before in the history
of
man
have such energy talent, and resources been devoted to
getting people not to buy something. Any of you interested in
working on some Democratic campaigns? ]]
Non
The Partnership's messages -- some call them "advertorials"
-- clearly seem to work. When this campaign began in 1987, drug
use had been steadily worsening. But after the Partnership got
to work -- and I don't think it's mere coincidence -- drug use
started to go down among high school seniors. Even cocaine use.
That's the message about your medium: You've shown that the
private sector can do what legislation alone never will change
can
attitudes.
Your generosity in the past, providing time and space to
showcase these messages, has been outstanding. It's by far the
largest such effort in the history of the industry.
But what you're setting out to do -- committing one million
dollars a day in advertising time and space, every day for three
years -- is truly extraordinary. It's an effort that I
want to
personally n hope succeeds -- because it's so important to our
struggle against drugs.
But beyond earning Presidential appreciation -- and my
personal admiration -- your continuing support of the Partnership
service to others
demonstrates the best in the American spirit of volunteerism.
4
In fact, I'm told that the Partnership for a Drug-Free
America is the largest volunteer private sector ad campaign since
the war-bond drives of World War II.
K
That the kind of civic spirit America has always turned to
-- and been able to count on -- when faced with threats from
abroad or at home In
Today a generation of young Americans is threatened by an
enemy within. It courses through their veins, compromises their
minds, and closes the doors on their future. This generation
deserves better -- and with your help, will know better.
You have the power to S about drugs.
INSERT change (see bach America of mind this Rag
So keep breaking eggs -- and saving young lives.
Thank you. God bless you. And may God bless the work
you're doing.
for
is
get
# # #
literally
putting together
that
You from have life new clearly must on indude in taken America serving to heart any alters. my definition conniction of a
INSERTA
By contributing you impre ability to influence
public opinin to the problem of drug above,
you are setty a high standal for the kit f a
the mhin nation to follow. Like the Portrucely fr in Drug
Free America, '' every withhel and instatution its
the vitim must must decide to mrke you
own cartribution to bettering M takes our
responsibility
unfre For anty when end of will there
Communities. own for of society publems
publences end be solved.
THE WHITE HOUSE
WASHINGTON
October 31, 1989
Memorandum to Chriss Winston
From:
Jim Pinkertor P
Subject:
Partnership For A Drug-Free America
pg. 3, para. 2, line 3 " getting people not to buy
something
Any of you interested in working on some Democratic
campaigns?"
more than
This is funny but a little risky at a time when the press is
constantly attributing current negative political advertising to
the past Presidential campaign.
Instead, perhaps the President could suggest, in a self-
deprecating way, that the advertisers get people not to buy
something that makes fun of him, e.g., those rubber masks of
himself and the First Lady, or houseslippers with their
caricatures.
###
SI :2d IE 100 68
THE WHITE HOUSE
WASHINGTON
October 31, 1989
MEMORANDUM FOR CHRISS WINSTON
FROM:
ROGER B. PORTER
RBP
SUBJECT:
Presidential Remarks: Partnership For A Drug-
Free America
We have reviewed the draft remarks and have no suggested
changes from a policy standpoint. We approve of the draft in
its present form.
CC: James W. Cicconi
11 :pd IE 100 68
086247SS
Document No.
WHITE HOUSE STAFFING MEMORANDUM
10/30/89
10/31/89 2:00 PM
DATE:
ACTION/CONCURRENCE/COMMENT DUE BY:
PRESIDENTIAL REMARKS: PARTNERSHIP FOR A DRUG-FREE AMERICA
SUBJECT:
ACTION FYI
ACTION FYI
VICE PRESIDENT
MCCLURE
SUNUNU
NEWMAN
SCOWCROFT
PORTER
DARMAN
ROGICH
BATES
UNTERMEYER
ROGERS
CARD
CICCONI
WINSTON
DEMAREST
PINKERTON
FITZWATER
BENNETT
GRAY
PETERSMEYER
HAGIN
REMARKS:
Please forward any comments directly to Chriss Winston, Rm. 122,
x2930, no later than 2:00 PM, Tuesday, October 31, with a copy to
my office. Thank you.
RESPONSE:
James W. Cicconi
Assistant to the President
and Deputy to the Chief of Staff
Ext. 2702
(Lange/Simon)
October 30, 1989
1989 OCT 30 PM 4: 37
3:45 a.m.
[ADVT.DOC]
PRESIDENTIAL REMARKS:
PARTNERSHIP FOR A DRUG-FREE AMERICA
ROOM 450, O.E.O.B.
THURSDAY, NOVEMBER 2, 1989
2:45 P.M.
Thank you. Jim Burke, [acknowledgements]
Welcome to the White House. Or, more accurately, "The White
House Complex." [[ Never understood that phrase. Makes the
place sound like some kind of neurosis
]]
It's an honor to have you here today. This group is at the
leading edge of a powerful and important movement: De-bunking
the big myth about drugs -- by de-glamorizing them, and their
users.
[[ Of course, you're breaking a few eggs in the process.
Reminds me of that ad, showing how drugs fry your brain like an
egg. Pretty tough stuff. I don't know about you, but the
morning after I saw that one, I ate cereal for breakfast. ]]
Being something of businessman from way back, I think I
understand a few of your day-to-day concerns. So it's all the
more impressive that you're devoting your time and resources to
the struggle against illegal drugs.
You're managing to look past day-to-day operations -- and
beyond balance sheets -- because you understand that America may
have no more pressing domestic priority than the struggle to get
drugs off the streets and out of the schoolyards.
2
Earlier this fall I presented to the nation a National Drug
Strategy, to better coordinate the vast range of resources,
agencies, and people devoted to the drug problem.
When I presented that plan, I was convinced that a nation
united against drugs could not lose -- and I still believe that.
But I also remain convinced that the federal government will
never solve the problem by itself.
That's why what you're doing is so crucial -- and it's why,
in my address to the nation, I made a point of thanking those who
are donating air time and space for anti-drug messages.
Among the four pieces of our drug strategy -- enforcement,
interdiction, treatment, and prevention -- you understand that
it's the last point, prevention, that offers the best long-term
potential.
With Jim Burke's terrific leadership, the Partnership for a
Drug-Free America is producing hard-hitting, carefully targeted
messages -- effectively tackling the drug problem from the demand
side. You've put your marketing and communications expertise to
work -- because nobody understands demand psychology better.
There's the ad where a TV, a trip to Paris, a new car -- all
disappear right under a cocaine user's nose. Or another about
how a drug-induced "high" is like diving into an empty swimming
pool. And the infamous frying egg -- these are images no kid can
easily forget.
3
By applying marketing experience and advertising talent to
"unsell" drug use -- and drug users -- your ads are managing to
induce, nation-wide, an ideological allergy to illegal drugs.
[[ You know, it occurred to me: Never before in the history of
man have such energy, talent, and resources been devoted to
getting people not to buy something
Any of you interested in
working on some Democratic campaigns? ]]
The Partnership's messages -- some call them "advertorials"
-- clearly seem to work. When this campaign began in 1987, drug
use had been steadily worsening. But after the Partnership got
to work -- and I don't think it's mere coincidence -- drug use
started to go down among high school seniors. Even cocaine use.
That's the message about your medium: You've shown that the
private sector can do what legislation alone never will -- change
attitudes.
Your generosity in the past, providing time and space to
showcase these messages, has been outstanding. It's by far the
largest such effort in the history of the industry.
But what you're setting out to do -- committing one million
dollars a day in advertising time and space, every day for three
years -- is truly extraordinary. It's an effort that I
personally hope succeeds -- because it's so important to our
struggle against drugs.
But beyond earning Presidential appreciation -- and my
personal admiration -- your continuing support of the Partnership
demonstrates the best in the American spirit of volunteerism.
4
In fact, I'm told that the Partnership for a Drug-Free
America is the largest volunteer private sector ad campaign since
the war-bond drives of World War II.
That's the kind of civic spirit America has always turned to
-- and been able to count on -- when faced with threats from
abroad or at home.
Today a generation of young Americans is threatened by an
enemy within. It courses through their veins, compromises their
minds, and closes the doors on their future. This generation
deserves better -- and with your help, will know better.
You have the power to change America's mind about drugs.
So keep breaking eggs -- and saving young lives.
Thank you. God bless you. And may God bless the work
you're doing.
# # #
086247SS
Document No.
WHITE HOUSE STAFFING MEMORANDUM
10/30/89
10/31/89 2:00 PM
DATE:
ACTION/CONCURRENCE/COMMENT DUE BY:
PRESIDENTIAL REMARKS: PARTNERSHIP FOR A DRUG-FREE AMERICA
SUBJECT:
ACTION FYI
ACTION FYI
VICE PRESIDENT
MCCLURE
SUNUNU
NEWMAN
SCOWCROFT
PORTER
DARMAN
ROGICH
BATES
UNTERMEYER
ROGERS
CARD
CICCONI
WINSTON
DEMAREST
PINKERTON
FITZWATER
BENNETT
GRAY
PETERSMEYER
HAGIN
REMARKS:
Please forward any comments directly to Chriss Winston, Rm. 122,
x2930, no later than 2:00 PM, Tuesday, October 31, with a copy to
my office. Thank you.
RESPONSE:
OK. S.R.
EE : 21d 1810068 13
James W. Cicconi
Assistant to the President
and Deputy to the Chief of Staff
Ext. 2702
the
63:38 AS 35 2
(Lange/Simon)
October 30, 1989
1989 OCT 30 PM 4: 37
3:45 a.m.
[ADVT.DOC]
PRESIDENTIAL REMARKS:
PARTNERSHIP FOR A DRUG-FREE AMERICA
ROOM 450, O.E.O.B.
THURSDAY, NOVEMBER 2, 1989
2:45 P.M.
Thank you. Jim Burke, [acknowledgements]
...
Welcome to the White House. Or, more accurately, "The White
House Complex." [[ Never understood that phrase. Makes the
place sound like some kind of neurosis
]]
It's an honor to have you here today. This group is at the
leading edge of a powerful and important movement: De-bunking
the big myth about drugs -- by de-glamorizing them, and their
users.
[[ Of course, you're breaking a few eggs in the process.
Reminds me of that ad, showing how drugs fry your brain like an
egg. Pretty tough stuff. I don't know about you, but the
morning after I saw that one, I ate cereal for breakfast. ]]
Being something of businessman from way back, I think I
understand a few of your day-to-day concerns. So it's all the
more impressive that you're devoting your time and resources to
the struggle against illegal drugs.
You're managing to look past day-to-day operations -- and
beyond balance sheets -- because you understand that America may
have no more pressing domestic priority than the struggle to get
drugs off the streets and out of the schoolyards.
2
Earlier this fall I presented to the nation a National Drug
Strategy, to better coordinate the vast range of resources,
agencies, and people devoted to the drug problem.
When I presented that plan, I was convinced that a nation
united against drugs could not lose -- and I still believe that.
But I also remain convinced that the federal government will
never solve the problem by itself.
That's why what you're doing is so crucial -- and it's why,
in my address to the nation, I made a point of thanking those who
are donating air time and space for anti-drug messages.
Among the four pieces of our drug strategy -- enforcement,
interdiction, treatment, and prevention -- you understand that
it's the last point, prevention, that offers the best long-term
potential.
With Jim Burke's terrific leadership, the Partnership for a
Drug-Free America is producing hard-hitting, carefully targeted
messages -- effectively tackling the drug problem from the demand
side. You've put your marketing and communications expertise to
work -- because nobody understands demand psychology better.
There's the ad where a TV, a trip to Paris, a new car -- all
disappear right under a cocaine user's nose. Or another about
how a drug-induced "high" is like diving into an empty swimming
pool. And the infamous frying egg -- these are images no kid can
easily forget.
3
By applying marketing experience and advertising talent to
"unsell" drug use -- and drug users -- your ads are managing to
induce, nation-wide, an ideological allergy to illegal drugs.
[[ You know, it occurred to me: Never before in the history of
man have such energy, talent, and resources been devoted to
getting people not to buy something
Any of you interested in
working on some Democratic campaigns? ]]
The Partnership's messages -- some call them "advertorials"
-- clearly seem to work. When this campaign began in 1987, drug
use had been steadily worsening. But after the Partnership got
to work -- and I don't think it's mere coincidence -- drug use
started to go down among high school seniors. Even cocaine use.
That's the message about your medium: You've shown that the
private sector can do what legislation alone never will -- change
attitudes.
Your generosity in the past, providing time and space to
showcase these messages, has been outstanding. It's by far the
largest such effort in the history of the industry.
But what you're setting out to do -- committing one million
dollars a day in advertising time and space, every day for three
years -- is truly extraordinary. It's an effort that I
personally hope succeeds -- because it's so important to our
struggle against drugs.
But beyond earning Presidential appreciation -- and my
personal admiration -- your continuing support of the Partnership
demonstrates the best in the American spirit of volunteerism.
4
In fact, I'm told that the Partnership for a Drug-Free
America is the largest volunteer private sector ad campaign since
the war-bond drives of World War II.
That's the kind of civic spirit America has always turned to
-- and been able to count on -- when faced with threats from
abroad or at home.
Today a generation of young Americans is threatened by an
enemy within. It courses through their veins, compromises their
minds, and closes the doors on their future. This generation
deserves better -- and with your help, will know better.
You have the power to change America's mind about drugs.
So keep breaking eggs -- and saving young lives.
Thank you. God bless you. And may God bless the work
you're doing.
# # #
(Lange/Simon)
October 30, 1989
3:45 a.m.
[ADVT.DOC]
PRESIDENTIAL REMARKS:
PARTNERSHIP FOR A DRUG-FREE AMERICA
ROOM 450, O.E.O.B.
THURSDAY, NOVEMBER 2, 1989
2:45 P.M.
Thank you. Jim Burke, [acknowledgements]
Welcome to the White House. Or, more accurately, "The White
House Complex." [[ Never understood that phrase. Makes the
place sound like some kind of neurosis
]]
It's an honor to have you here today. This group is at the
leading edge of a powerful and important movement: De-bunking
the big myth about drugs -- by de-glamorizing them, and their
users.
[[ Of course, you're breaking a few eggs in the process.
Reminds me of that ad, showing how drugs fry your brain like an
egg. Pretty tough stuff. I don't know about you, but the
morning after I saw that one, I ate cereal for breakfast. ]]
Being something of businessman from way back, I think I
understand a few of your day-to-day concerns. So it's all the
more impressive that you're devoting your time and resources to
the struggle against illegal drugs.
You're managing to look past day-to-day operations -- and
beyond balance sheets -- because you understand that America may
have no more pressing domestic priority than the struggle to get
drugs off the streets and out of the schoolyards.
2
Earlier this fall I presented to the nation a National Drug
Strategy, to better coordinate the vast range of resources,
agencies, and people devoted to the drug problem.
When I presented that plan, I was convinced that a nation
united against drugs could not lose -- and I still believe that.
But I also remain convinced that the federal government will
never solve the problem by itself.
That's why what you're doing is so crucial -- and it's why,
in my address to the nation, I made a point of thanking those who
are donating air time and space for anti-drug messages.
Among the four pieces of our drug strategy -- enforcement,
interdiction, treatment, and prevention -- you understand that
it's the last point, prevention, that offers the best long-term
potential.
With Jim Burke's terrific leadership, the Partnership for a
Drug-Free America is producing hard-hitting, carefully targeted
messages -- effectively tackling the drug problem from the demand
side. You've put your marketing and communications expertise to
work -- because nobody understands demand psychology better.
There's the ad where a TV, a trip to Paris, a new car -- all
disappear right under a cocaine user's nose. Or another about
how a drug-induced "high" is like diving into an empty swimming
pool. And the infamous frying egg -- these are images no kid can
easily forget.
3
By applying marketing experience and advertising talent to
"unsell" drug use -- and drug users -- your ads are managing to
induce, nation-wide, an ideological allergy to illegal drugs.
[[ You know, it occurred to me: Never before in the history of
man have such energy, talent, and resources been devoted to
getting people not to buy something
Any of you interested in
working on some Democratic campaigns? ]]
The Partnership's messages -- some call them "advertorials"
-- clearly seem to work. When this campaign began in 1987, drug
use had been steadily worsening. But after the Partnership got
to work -- and I don't think it's mere coincidence -- drug use
started to go down among high school seniors. Even cocaine use.
That's the message about your medium: You've shown that the
private sector can do what legislation alone never will -- change
attitudes.
Your generosity in the past, providing time and space to
showcase these messages, has been outstanding. It's by far the
largest such effort in the history of the industry.
But what you're setting out to do -- committing one million
dollars a day in advertising time and space, every day for three
years -- is truly extraordinary. It's an effort that I
personally hope succeeds -- because it's so important to our
struggle against drugs.
But beyond earning Presidential appreciation -- and my
personal admiration -- your continuing support of the Partnership
demonstrates the best in the American spirit of volunteerism.
4
In fact, I'm told that the Partnership for a Drug-Free
America is the largest volunteer private sector ad campaign since
the war-bond drives of World War II.
That's the kind of civic spirit America has always turned to
-- and been able to count on -- when faced with threats from
abroad or at home.
Today a generation of young Americans is threatened by an
enemy within. It courses through their veins, compromises their
minds, and closes the doors on their future. This generation
deserves better -- and with your help, will know better.
You have the power to change America's mind about drugs.
So keep breaking eggs -- and saving young lives.
Thank you. God bless you. And may God bless the work
you're doing.
# # #
086247SS
Document No.
WHITE HOUSE STAFFING MEMORANDUM
10/30/89
10/31/89 2:00 PM
DATE:
ACTION/CONCURRENCE/COMMENT DUE BY:
PRESIDENTIAL REMARKS: PARTNERSHIP FOR A DRUG-FREE AMERICA
SUBJECT:
ACTION FYI
ACTION FYI
VICE PRESIDENT
MCCLURE
SUNUNU
NEWMAN
SCOWCROFT
PORTER
DARMAN
ROGICH
BATES
UNTERMEYER
ROGERS
CARD
CICCONI
WINSTON
DEMAREST
PINKERTON
FITZWATER
BENNETT
GRAY
PETERSMEYER
HAGIN
REMARKS:
Please forward any comments directly to Chriss Winston, Rm. 122,
x2930, no later than 2:00 PM, Tuesday, October 31, with a copy to
my office. Thank you.
RESPONSE:
Please yee suggested nevisions.
10/31/89
or :|d 18 100 68
James W. Cicconi
Assistant to the President
and Deputy to the Chief of Staff
Ext. 2702
(Lange/Simon)
October 30, 1989
1989 OCT 30 Pil 4:
3:45 a.m.
[ADVT.DOC]
PRESIDENTIAL REMARKS:
PARTNERSHIP FOR A DRUG-FREE AMERICA
ROOM 450, O.E.O.B.
THURSDAY, NOVEMBER 2, 1989
2:45 P.M.
Thank you. Jim Burke, [acknowledgements]
...
Welcome to the White House. Or, more accurately, "The White
House Complex." [[ Never understood that phrase. Makes the
maybe it describes Like
place sounds like some kind of neurosis
]] partialarly bad cure of
Potomac
It's an honor to have you here today. This group is at the
fever..
leading edge of a powerful and important movement: De-bunking
the big myth about drugs -- by de-glamorizing them, and their
users.
[[ Of course, you're breaking a few eggs in the process.
Reminds me of that ad, showing how drugs fry your brain like an
7
egg. Pretty tough stuff. I don't know about you, but the
morning after I saw that one, I ate cereal for breakfast. ]]
Being something of businessman from way back, I think I
the
of running u company.
understand a few of your day-to-day concerns. 1 So it's all the
more impressive that you're devoting your (significant time and resources to
the struggle against illegal drugs.
You're managing to look past day-to-day operations -- and
beyond balance sheets -- because you understand that America may
have no more pressing domestic priority than the struggle to get
drugs off the streets and out of the schoolyards.
increase efforts fedural against in the was duugs 2 and to
sent congress to the
Earlier this fall I presented to the nation a National Drug
Strategy, to better coordinate the vast range of resources,
bighting that war.
agencies, and people devoted to the drug problem.
When I presented that plan, I was convinced that a nation
united against drugs could not lose -- and I still believe that.
But I also remain convinced that the federal government will
never solve the problem by itself.
That's why what you're doing is so crucial -- and it's why,
in my address to the nation, I made a point of thanking those who
are donating air time and space for anti-drug messages.
Among the four pieces of our drug strategy -- enforcement,
interdiction, treatment, and prevention -- you understand that
it's the last point, prevention, that offers the best long-term
potential.
With Jim Burke's terrific leadership, the Partnership for a
Drug-Free America is producing hard-hitting, carefully targeted
messages -- effectively tackling the drug problem from the demand
side. You've put your marketing and communications expertise to
work -- because nobody understands demand psychology better.
There's the ad where a TV, a trip to Paris, a new car -- all
disappear right under a cocaine user's nose. Or another about
how a drug-induced "high" is like diving into an empty swimming
pool. And the infamous frying egg -- these are images no kid can
easily forget.
3
By applying marketing experience and advertising talent to
"unsell" drug use -- and drug users -- your ads are managing to
induce, nation-wide, an ideological allergy to illegal drugs.
[[ You know, it occurred to me: Never before in the history of
man have such energy, talent, and resources been devoted to
getting people not to buy something
Any of you interested in
working on some Democratic campaigns? ]]
The Partnership's messages -- some call them "advertorials"
-- clearly seem to work. When this campaign began in 1987, drug
use had been steadily worsening. But after the Partnership got
to work -- and I don't think it's mere coincidence -- drug use
started to go down among high school seniors. Even cocaine use.
That's the message about your medium: You've shown that the
private sector can do what legislation alone never will -- change
attitudes.
Your generosity in the past, providing time and space to
showcase these messages, has been outstanding. It's by far the
largest such effort in the history of the industry.
But what you're setting out to do -- committing one million
dollars a day in advertising time and space, every day for three
years -- is truly extraordinary. It's an effort that I
personally hope succeeds -- because it's SO important to our
struggle against drugs.
But beyond earning Presidential appreciation -- and my
personal admiration -- your continuing support of the Partnership
demonstrates the best in the American spirit of volunteerism.
4
In fact, I'm told that the Partnership for a Drug-Free
America is the largest volunteer private sector ad campaign since
the war-bond drives of World War II.
That's the kind of civic spirit America has always turned to
-- and been able to count on -- when faced with threats from
abroad or at home.
Today a generation of young Americans is threatened by an
enemy within. It courses through their veins, compromises their
minds, and closes the doors on their future. This generation
deserves better -- and with your help, will know better.
You have the power to change America's mind about drugs.
So keep breaking eggs -- and saving young lives.
Thank you. God bless you. And may God bless the work
you're doing.
# # #
086247SS
Document No.
WHITE HOUSE STAFFING MEMORANDUM
10/30/89
10/31/89 2:00 PM
DATE:
ACTION/CONCURRENCE/COMMENT DUE BY:
PRESIDENTIAL REMARKS: PARTNERSHIP FOR A DRUG-FREE AMERICA
SUBJECT:
ACTION FYI
ACTION FYI
VICE PRESIDENT
MCCLURE
SUNUNU
NEWMAN
SCOWCROFT
PORTER
DARMAN
ROGICH
BATES
UNTERMEYER
ROGERS
CARD
CICCONI
WINSTON
DEMAREST
PINKERTON
FITZWATER
BENNETT
GRAY
PETERSMEYER
HAGIN
REMARKS:
Please forward any comments directly to Chriss Winston, Rm. 122,
x2930, no later than 2:00 PM, Tuesday, October 31, with a copy to
my office. Thank you.
RESPONSE: no comment
James W. Cicconi
Assistant to the President
and Deputy to the Chief of Staff
Ext. 2702
(Lange/Simon)
October 30, 1989
1989 OCT 30 PM 4: 37
3:45 a.m.
[ADVT.DOC]
PRESIDENTIAL REMARKS:
PARTNERSHIP FOR A DRUG-FREE AMERICA
ROOM 450, O.E.O.B.
THURSDAY, NOVEMBER 2, 1989
2:45 P.M.
Thank you. Jim Burke, [acknowledgements]
...
Welcome to the White House. Or, more accurately, "The White
House Complex." [[ Never understood that phrase. Makes the
place sound like some kind of neurosis
]]
It's an honor to have you here today. This group is at the
leading edge of a powerful and important movement: De-bunking
the big myth about drugs -- by de-glamorizing them, and their
users.
[[ Of course, you're breaking a few eggs in the process.
Reminds me of that ad, showing how drugs fry your brain like an
egg. Pretty tough stuff. I don't know about you, but the
morning after I saw that one, I ate cereal for breakfast. ]]
Being something of businessman from way back, I think I
understand a few of your day-to-day concerns. So it's all the
more impressive that you're devoting your time and resources to
the struggle against illegal drugs.
You're managing to look past day-to-day operations -- and
beyond balance sheets -- because you understand that America may
have no more pressing domestic priority than the struggle to get
drugs off the streets and out of the schoolyards.
2
Earlier this fall I presented to the nation a National Drug
Strategy, to better coordinate the vast range of resources,
agencies, and people devoted to the drug problem.
When I presented that plan, I was convinced that a nation
united against drugs could not lose -- and I still believe that.
But I also remain convinced that the federal government will
never solve the problem by itself.
That's why what you're doing is so crucial -- and it's why,
in my address to the nation, I made a point of thanking those who
are donating air time and space for anti-drug messages.
Among the four pieces of our drug strategy -- enforcement,
interdiction, treatment, and prevention -- you understand that
it's the last point, prevention, that offers the best long-term
potential.
With Jim Burke's terrific leadership, the Partnership for a
Drug-Free America is producing hard-hitting, carefully targeted
messages -- effectively tackling the drug problem from the demand
side. You've put your marketing and communications expertise to
work -- because nobody understands demand psychology better.
There's the ad where a TV, a trip to Paris, a new car -- all
disappear right under a cocaine user's nose. Or another about
how a drug-induced "high" is like diving into an empty swimming
pool. And the infamous frying egg -- these are images no kid can
easily forget.
3
By applying marketing experience and advertising talent to
"unsell" drug use -- and drug users -- your ads are managing to
induce, nation-wide, an ideological allergy to illegal drugs.
[[ You know, it occurred to me: Never before in the history of
man have such energy, talent, and resources been devoted to
getting people not to buy something
Any of you interested in
working on some Democratic campaigns? 1]
The Partnership's messages -- some call them "advertorials"
-- clearly seem to work. When this campaign began in 1987, drug
use had been steadily worsening. But after the Partnership got
to work -- and I don't think it's mere coincidence -- drug use
started to go down among high school seniors. Even cocaine use.
That's the message about your medium: You've shown that the
private sector can do what legislation alone never will -- change
attitudes.
Your generosity in the past, providing time and space to
showcase these messages, has been outstanding. It's by far the
largest such effort in the history of the industry.
But what you're setting out to do -- committing one million
dollars a day in advertising time and space, every day for three
years -- is truly extraordinary. It's an effort that I
personally hope succeeds -- because it's so important to our
struggle against drugs.
But beyond earning Presidential appreciation -- and my
personal admiration -- your continuing support of the Partnership
demonstrates the best in the American spirit of volunteerism.
4
In fact, I'm told that the Partnership for a Drug-Free
America is the largest volunteer private sector ad campaign since
the war-bond drives of World War II.
That's the kind of civic spirit America has always turned to
-- and been able to count on -- when faced with threats from
abroad or at home.
Today a generation of young Americans is threatened by an
enemy within. It courses through their veins, compromises their
minds, and closes the doors on their future. This generation
deserves better -- and with your help, will know better.
You have the power to change America's mind about drugs.
So keep breaking eggs -- and saving young lives.
Thank you. God bless you. And may God bless the work
you're doing.
###
10/31 mashed capy returned
086247SS
Document No.
11:30 am from onNep
WHITE HOUSE STAFFING MEMORANDUM
10/30/89
10/31/89 2:00 PM
DATE:
ACTION/CONCURRENCE/COMMENT DUE BY:
PRESIDENTIAL REMARKS: PARTNERSHIP FOR A DRUG-FREE AMERICA
SUBJECT:
ACTION FYI
ACTION FYI
VICE PRESIDENT
MCCLURE
SUNUNU
NEWMAN
SCOWCROFT
PORTER
DARMAN
ROGICH
BATES
UNTERMEYER
ROGERS
CARD
CICCONI
WINSTON
DEMAREST
PINKERTON
FITZWATER
BENNETT
PETERSMEYER
GRAY
HAGIN
REMARKS:
Please forward any comments directly to Chriss Winston, Rm. 122,
x2930, no later than 2:00 PM, Tuesday, October 31, with a copy to
my office. Thank you.
RESPONSE:
James W. Cicconi
Assistant to the President
and Deputy to the Chief of Staff
Ext. 2702
10/31
ONDCP marhidcopy
(Lange/Simon)
October 30, 1989
1989 OCT 30 PH 4: 37
3:45 a.m.
[ADVT.DOC]
PRESIDENTIAL REMARKS:
PARTNERSHIP FOR A DRUG-FREE AMERICA
ROOM 450, O.B.O.B.
THURSDAY, NOVEMBER 2, 1989
2:45 P.M.
Thank you. Jim Burks, [acknowledgements]..
Welcome to the White House. Or, more accurately, "The White
House Complex." II Never understood that phrase. Makes the
place sound like some kind of neurosis... 11
It's an honor to have you here today. This group is at the
leading edge of a powerful and important movement: De-bunking
the big myth about drugs -- by de-glamozising them, and their
users.
It of course, you're breaking a few eggs in the process.
Reminds me of that ad, showing how drugs fry your brain like an
egg. Pretty tough stuff. I don't know about you, but the
morning after I saw that one, I ate cereal for breakfast. 11
Being something of businessman from way back, I think I
understand a few of your day-to-day concerns. So it's all the
more impressive that you're devoting your time and resources to
the struggle against illegal drugs.
You're managing to look past day-to-day operations -- and
beyond balance sheets -- because you understand that America may
have no more pressing domestic priority than the struggle to get
drugs off the streets and out of the schoolyards.
3
By applying marketing experience and advertising talent to
"unsell" drug use -- and drug users -- your ads are managing to
induce, nation-wide, an ideological allargy to illegal drugs.
[[ You know, it occurred to me: Never before in the history of
man have such energy, talent, and resources been devoted to
getting people not to buy something
Any of you interested in
working on some Democratic campaigns? "
The Partnership's messages as some call them "advertoriale"
-- clearly seem to work. When this campaign began in 1987, drug
The high
School
use had been steadily worsening. But after the Partnership got
Intoss
arveys
to work -- and I don't think it's mere coincidence as drug use
low declines
nd marijurnal started to go down among high school seniors. Even cocaine use.
cocaine.
se from 1983
1985
That's the message about your medium: You've shown that the
private sector can do what legislation alone never will -- change
attitudes.
Your generosity in the past, providing time and space to
showcase these messages, has been outstanding. It's by far the
largest such effort in the history of the industry.
But what you're setting out to do -- committing one million
dollars a day in advertising time and space, every day for three
years -- is truly extraordinary. It's an effort that I
personally hope succeeds -- because it's so important to our
struggle against drugs.
But beyond earning Presidential appreciation -- and my
personal admiration -- your continuing support of the Partnership
demonstrates the best in the American spirit of volunteerism.
2
Barlier this fall I presented to the nation a National Drug
Strategy, to better coordinate the vast range of resources,
agencies, and people devoted to the drug problem.
When I presented that plan, I was convinced that a nation
united against drugs could not lose -- and I still believe that.
But I also remain convinced that the federal government will
never solve the problem by itself.
That's why what you're doing 10 so crucial -- and it's why,
in my address to the nation, I made a point of thanking those who
are donating air time and space for anti-drug messages.
Among the four pieces of our drug strategy -- enforcement,
offshore and overseas initiatives
interdiction, treatment, and prevention -- you understand that
it's the last point, prevention, that offers the best long-term
potential.
With Jim Burke's terrific leadership, the Partnership for a
Drug-Free America is producing hard-hitting, carefully targeted
messages -- effectively tackling the drug problem from the demand
side. You've put your marketing and communications expertise to
work -- because nobody understands demand psychology better.
There's the ad where a TV, a trip to Paris, a new car -- all
disappear right under'a cocaine user's nose. or another about
how a drug-induced "high" is like diving into an empty swimming
pool. And the infamous frying egg -- these are images no kid can
easily forget.
4
In fact, I'm told that the Partnership for a Drug-Free
America is the largest volunteer private sector ad campaign since
the war-bond drives of World War II.
That's the kind of civic spirit America has always turned to
- and been able to count on -- when faced with threats from
abroad or at home.
Today a generation of young Americans is threatened by an
enemy within. It courses through their veins, compromises their
minds, and closes the doors on their future. This generation
deserves better -- and with your help, will know better.
You have the power to change America's mind about drugs.
Bo keep breaking eggs and saving young lives.
Thank you. God bless you. And may God bless the work
you're doing.
# #
THE WHITE HOUSE
WASHINGTON
OCTOBER 31, 1989
INFORMATION
MEMORANDUM FOR THE PRESIDENT
THROUGH:
CHRISS WINSTON cw
FROM:
MARK LANGE MF
SUBJECT:
PARTNERSHIP FOR A DRUG-FREE AMERICA
Attached are brief remarks (7-8 minutes) for your meeting with
the Partnership for a Drug-Free America.
This is a voluntary, private sector group of media, advertising,
and publishing executives, devoted to de-glamorizing drugs.
In the audience will be about 150 media and Fortune 100 CEOs.
The Partnership is seeking donations of advertising time and
space equal to $1 million a day for three years from these major
broadcasters and publishers, to get out the anti-drug message.
(Lange/Simon)
October 31, 1989
3:30 p.m.
[ADVT.DOC]
PRESIDENTIAL REMARKS:
PARTNERSHIP FOR A DRUG-FREE AMERICA
ROOM 450, O.E.O.B.
THURSDAY, NOVEMBER 2, 1989
2:45 P.M.
Thank you. Chairman Jim Burke, let me first thank you for
bringing together such an array of talent.
Welcome to the White House. Or, more accurately, "The White
House Complex." [[ Never understood that phrase. Sounds like
some kind of neurosis.
or maybe a really bad case of Potomac
fever. ]]
It's an honor to have you here today. This group is at the
leading edge of a powerful and important movement: De-bunking
the big myth about drugs -- by de-glamorizing them, and their
users.
[[ of course, you're breaking a few eggs in the process.
Reminds me of that ad, showing how drugs fry your brain like an
egg. Pretty tough stuff. I don't know about you, but the
morning after I saw that one, I ate cereal for breakfast. ]]
Being something of businessman from way back, I think I
understand a few of the day-to-day concerns of running a company.
So it's all the more impressive that you're devoting significant
time and resources to the struggle against illegal drugs.
You're managing to look past day-to-day operations -- and
beyond balance sheets -- because you understand that America may
2
Earlier this fall, I presented to the nation a National Drug
Strategy, to increase federal efforts in the war against drugs
and to better coordinate the vast range of resources, agencies,
and people devoted to solving the drug problem.
When I presented that plan, I was convinced that a nation
united against drugs could not lose -- and I still believe that.
But I also remain convinced that the federal government will
never solve the problem by itself.
That's why what you're doing is so crucial -- and it's why,
in my address to the nation, I made a point of thanking those who
are donating air time and space for anti-drug messages.
Among the four pieces of our drug strategy -- enforcement,
interdiction, treatment, and prevention -- you understand that
it's the last point, prevention, that offers the best long-term
potential.
With Jim Burke's terrific leadership, the Partnership for a
Drug-Free America is producing hard-hitting, carefully targeted
messages -- effectively tackling the drug problem from the demand
side. You've put your marketing and communications expertise to
work -- because nobody understands "demand psychology" better
than you.
There's the ad where a TV, a trip to Paris, a new car -- all
disappear right under a cocaine user's nose. or another about
how a drug-induced "high" is like diving into an empty swimming
pool. And the infamous frying egg -- these are images no child
or adult can easily forget.