Agency News & Updates

October 20, 2009

Tools to Help Parents Talk About Drugs


The Partnership for a Drug-Free America recently launched two new initiatives to address the specific needs of Hispanic and military families when it comes to having conversations about the risks of drug and alcohol use. As an extension of Partnership’s Time to Talk movement, the Spanish-language program, known as “Habla Con Tus Hijos,” and the military-specific program both encourage parents to initiate and maintain open and honest conversations with their children by providing them with helpful tips and tools available online for free download.


To help support the launch of the programs and online support tools, CooperKatz worked with The Partnership to develop a detailed outreach strategy for mainstream and social media.

Alina Diaz, Partnership spokeswoman, appears on Univision 41’s morning show in New York to discuss the launch of “Habla Con Tus Hijos”

  • Habla Con Tus Hijos – Partnership research shows that Hispanic parents are less likely to speak with their children about drug and alcohol use. This Spanish-language program was launched to help provide Hispanic parents with in-language tools to make communicating with their kids less daunting. The overall campaign debuted on the National Univision Radio show “Doctora Isabel” and, through CooperKatz’s efforts, was covered by the Spanish desk of the Associated Press, Univision 41 (New York TV affiliate) and Conexion Thalia, among others.
  • Time To Talk for military families – The Partnership, in collaboration with the National Military Family Association and the National Association of School Nurses, launched new resources to assist military families and teens through difficult periods of transition, such as a deployment, major injury or illness of a parent, or when moving frequently to new neighborhoods and schools. Prior to the announcement at a Capitol Hill press conference sponsored by Senator Claire McCaskill (D-MO), CooperKatz secured an exclusive story with the Associated Press which was later picked up by nearly 200 media outlets. Additional coverage garnered includes the, American Forces Press Service, the Pentagon Channel and Soldiers Magazine, among others.

Senator Claire McCaskill (D-MO), supporting the launch of Partnership’s “Time To Talk” campaign for military families at a September 30th press conference on Capitol Hill.

The success of the above two initiatives confirm the importance of reaching the right audience at the right time with truly relevant messages addressing a genuine need. With its unique Hispanic market and military family initiatives, The Partnership is approaching two important groups at the forefront of national media discussion. As a segment of the U.S. population that has grown 33 percent to 47 million since 2000, the specific experiences and needs of Hispanics and their families continue to gain national attention. The same can also be said for the thousands of members of our all-volunteer military, as they and their families deal with the realities of deployment and transitions back to civilian life. As a growing number of troops return home from Iraq in the coming year, their needs and challenges – and the support resources available to them – will be a centerpiece for national discussion.

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