Drug Free 24/7 is the framework for social marketing of prevention messages in communities, schools, and organizations through year-round marketing, education and programming.




Constant, yet creative messages promote promote drug free lifestyles and facilitate the expectation of living drug free ever hour of the day and every day of the year.

What is Social Marketing...?

Social marketing is the use of marketing tactics and approaches to change existing beliefs or create new norms. One part getting attention, one part creating awareness, and one part providing education, social marketing has the power to affect behavior within communities, schools, organizations, and other systems.

Because of its potential to change behavior within a substantial number of people, social marketing is a powerful alcohol, tobacco and other drug abuse prevention strategy. By itself, social marketing can influence individual choices, but it can also serve as the backdrop or environmental reinforcement for other prevention strategies from peer prevention programs and educational curricula to advocacy initiatives and coalition efforts.

Why Drug Free 24/7...?

The alcohol industry has engaged in large-scale social marketing efforts to create a belief that alcohol is an integral part of nearly every holiday, special event, and celebration. Think St. Patrick’s Day? Think green beer. Think Super Bowl? Think commercials with Clydesdales and a party with a lot of booze. Think Spring Break? Think extreme drunkenness among college and high school students. 

Drug Free 24/7 takes the same social marketing strategies to create a different reality: Prevention should be an integral part of every holiday, special event, and celebration. Alcohol, tobacco, and other drug abuse is so connected to other health issues and social problems, prevention also should be an integral part of campaigns, initiatives, and commemorations focused on specific cultural, social, and health issues. 

With Drug Free 24/7 as the overarching message and underlying thread to every prevention campaign and initiative, your community is receiving a consistent, clear message about alcohol, tobacco and other drugs.