Just about every day on television and the radio I hear ads from the Georgia Meth Project. The organization’s website states that it is “a large-scale prevention program aimed at reducing Meth use through public service messaging, public policy, and community outreach.” So, where is the Georgia Crack Project?
When crack cocaine hit in the ‘80s, it captured the soul of many African American families and communities. All of a sudden they had a new god, replacing the One they had worshipped throughout years of slavery and oppression. They served this new god religiously day and night, discarding their morals, children and freedom in exchange for a crack rock. Those who were not strung out and using the drug, sold out to selling it.
From 1990 to 1998, the federal prison population almost doubled. According to the Justice Department, people sentenced for drug crimes accounted for 21 percent of state prisoners and 55 percent of federal prisoners.
Instead of fighting hard to stop drug use, the government has created projects to increase the penalty for minorities’ drug crimes. For instance, George Napper, former Atlanta Public Safety Commissioner, established the Red Dog Unit in 1989 to combat drug dealing in Atlanta. Mayor Kasim Reed and Police Chief George Turner want to continue their assault on the drug culture with more “sophisticated” and “smart” tactics than those used by the Red Dogs. They are referring to greater reliance on technological advances for punitive measures, not preventive measures like anti-drug advertising.
Advertising works. Other cultures believe in and understand the power of it. Thus, they have invested in commercials to prevent and curb the use of methamphetamine. Where are the anti-crack or even Ecstasy commercials? The answer is “nowhere.” Instead, some rap songs glorify the violent lifestyle and money made from drug dealing. A song can be an advertisement of sorts. In fact, marketers spend millions to create catchy jingles to promote a product. We actually have our own catchy rap jingles for drug use and dealing, such as Kanye West’s song “We Don’t Care,” saying:
Drug dealing just to get by. Stack ya money till it gets sky high.
Kids sing. Kids sing.
Red Ribbon Week is not enough. We need to create gripping TV and radio spots. We need networks, production companies, writers, businesses, and whomever else to help produce and broadcast this message. Maybe Samuel L. Jackson can be a spokesperson. I’ll be the first to volunteer to write a series of spots. Is there anyone else who is interested in fighting the minority drug culture with advertising rather than police? –annette johnson
Annette Johnson is the owner of Allwrite Advertising and Publishing (www.e-allwrite.com), and the author of “What’s Your Motivation?: Identifying and Understanding What Drives You.” She is the host of Allwrite Radio atwww.blogtalkradio.com/allwrite.
