By Crystal Swann
January 11, 2010

The Mayors Prescription Drug Abuse Awareness Campaign has reached nearly 5.5 million listeners since it's launch in June 2009 with prescription drug abuse prevention messages. Seventy-nine mayors from across the nation recorded 30'second and 60–second public service announcements (PSA) designed to inform the public about prescription drug abuse. Those PSAs, available August 30 through November 1, 2009, drew attention to the growing problem of prescription drug abuse particularly among young people.

More young people age 12-17 abuse prescription drugs than any illicit drug except marijuana—more than cocaine, heroin and methamphetamine combined—according to Prescription for Danger A Report on the Troubling Trend of Prescription and Over-the-Counter Drug Abuse Among the Nation's Teens, a white paper issued by the Office of National Drug Control Policy (ONDCP). Every day, more than 2,500 teenagers abuse prescription medication for the first time. Teens often experiment with medications they find right at home.

In an effort to address this emerging and potentially devastating issue, The U.S. Conference of Mayors and pharmaceutical company Purdue Pharma L.P. joined forces to launch the Mayors Prescription Drug Abuse Awareness Campaign – a national initiative to help curb the illegal trafficking and abuse of prescription medications, particularly among adolescents. The focal months of the campaign were September and October, designated as National Alcohol and Drug Addiction Recovery Month and National Medicine Abuse Awareness Month, respectively.

Key campaign components included soliciting mayors to record radio public service announcements (PSAs) during the Conference's 77th Annual Meeting in Providence (RI); working with mayors and their staff to distribute the PSAs to local radio stations; encouraging mayors to issue proclamations during the awareness months and to engage in other activities to promote awareness of prescription drug abuse; development of a toolkit (www.usmayors.org/drugawareness) and provision of technical assistance as needed to assist mayors in their efforts; and engaging Conference leadership to champion the campaign. In addition, mayors issued over 150 proclamations in support of National Recovery Month.

The Conference looks forward to growing and building on last year's success. Mayors will be encouraged to record their radio PSAs at the Annual Meeting in Oklahoma City June 2010.

For more information on the campaign, visit the website www.usmayors.org/drugawareness.