Academy for Educational Development

To help the Centers for Disease Control and Prevention’s (CDC’s) Office on Smoking and Health in its efforts to discourage and reduce adolescent smoking, AED targeted their parents. Based on research indicating that children with involved parents are better able to resist using tobacco and other drugs – and supported by focus groups in which parents cited lack of skills as their greatest barrier – this social marketing campaign, “Got a Minute? Give it to Your Kid,” focused on encouraging parents to become more involved with their children’s lives and provided specific tactics to facilitate parent-child interactions. The project – also adapted for use in Latino communities – incorporated print ads, radio spots, a presentation, a brochure, and a poster for use by states and local anti-tobacco programs.