MetLife Foundation using radio to tackle kids


In an effort to help parents steer their children away from alcohol and drug experimentation, the MetLife Foundation is running a bilingual radio campaign hitting large markets coast to coast.

A survey done by MLF in conjunction with Partnership for a Drug-Free America found that over 20% of US parents do not feel they will be able to keep their children away from controlled substances.

“It’s crucial that we help parents understand the threats facing teens today, help them be more confident about their ability to make a difference, and equip them with useful resources, which is the purpose of this campaign,” said Steve Pasierb, president of the Partnership. “What many parents may not realize is that they, not athletes, movie stars or popular music artists, are in fact the biggest influence in the lives of their children. Kids who learn a lot about the risks of drugs at home are up to 50 percent less likely to use drugs than those who do not get that critical message from their parents.”

The English language ads are headed for Atlanta, Boston, Chicago, Dallas/ Ft. Worth, Los Angeles, Miami, New York, Phoenix, Providence, San Francisco/Oakland, Tampa and Tulsa. Spanish versions will go on air in Chicago, Dallas, Orlando, Phoenix, San Diego and San Antonio.