Overview
In late 2005, notMYkid, a non-profit counseling organization dedicated to addressing youth behavioral health issues, and First Check Diagnostics, a leading over-the-counter (OTC) medical device manufacturer, engaged The Herald Group to execute an integrated campaign to support a 25-city rollout of a teenage drug abuse prevention initiative called Project 7th Grade simultaneously with the launch of the first ever OTC drug test kit to include both illicit and prescription drug abuse detection. 

Objectives and Strategies
Noting the increased Congressional and media attention being paid to teenage prescription drug abuse, The Herald Group developed a communications strategy that leveraged the ongoing public debate over drug control policies and the social controversy surrounding drug testing of teenagers.  In the process, the prevention mission of the non-profit organization and the technologies being brought to market for parents to educate and protect their children were showcased before a national audience.  While many progressive social organizations opposed drug testing teenagers, initial research showed that parents and law enforcement officials overwhelmingly supported the practice in view of the increasing risks.  The Herald Group began with a national launch event held in the U.S. Capitol that featured supportive U.S. Senators and Members of the House Representatives to highlight Project 7th Grade and announce pending city-by-city initiatives.  The event also showcased First Check Diagnostics’ support for the program and the products they pledged to provide free of charge to participating parents.

Results
These efforts resulted in significant national and regional media coverage that was followed by very positive sales and shelf positioning of the First Check product in retailers throughout the U.S.   Specifically leveraging the ongoing controversy surrounding the practice of parents’ drug testing their children, The Herald Group executed several subsequent, successful public affairs campaigns via talk radio and polling-based media outreach initiatives gaining the attention of both national and local broadcast and print reporters in targeted cities.  Additionally, the founders of notMYkid, Steve and Debbie Moak, whose own family experience led to the establishment of the organization, became increasingly sought out as subject matter experts nationally on drug prevention and education issues.  The partnership between Project 7th Grade and First Check Diagnostics is now widely recognized, serving as an innovative drug prevention program working to reduce both illicit and prescription drug use among middle school students through education and proactive prevention.