According to the NAB, broadcasters will undertake a national effort to address heroin and prescription drug abuse that’s impacting communities across America. The NAB is teaming up with national non-profit Partnership for Drug-Free Kids on a multi-faceted campaign through the end of 2017 to raise awareness about the rising opioid epidemic.
In collaboration with the Partnership, local radio and TV stations are renewing their commitment to help educate the public and aid in the fight against opioid abuse and addiction. NAB announced today that broadcasters will:
- Air Partnership-produced public service announcements directing viewers and listeners to life-saving resources;
- Develop long-form programming and special news reports, as well as hold town hall meetings and provide critical information online;
- Develop a printed and online toolkit for broadcast stations across the country on facts and statistics related to the epidemic, and ideas for prevention, programming and community outreach; and produce and distribute new PSAs in conjunction with NAB’s bi-annual Congressional PSA Campaign.
NAB CEO Gordon Smith said, “As first-informers in times of crisis, broadcasters understand the power of the public airwaves to educate Americans about dangers affecting their lives. Today, we are pledging those airwaves and other resources to combating an epidemic that has touched the lives of millions of our citizens. We’re proud to join with the Partnership for Drug-Free Kids in finding solutions to opioid addiction, and in making a positive difference for families across America.”
Representatives of the broadcasting industry who attended the press conference and pledged support for the initiative were: Art Brooks, President, Arizona Broadcasters Association; Rebecca Hanson, Senior Vice President of Strategy and Policy, Sinclair Broadcast Group; Ginny Morris, Chair and Chief Executive Officer, Hubbard Radio Group; and Jordan Wertlieb, President of Hearst Television.
