"Keep Your Brain Healthy. Don't Use Drugs." That's the message of a new, nationwide public service campaign launched today by the National Institute on Drug Abuse (NIDA).

The campaign, which features radio and television public service announcements in English and Spanish, is designed to help America's youth understand the risks associated with drug use.

"Keeping your brain healthy by not using drugs sounds obvious, but public perception of a 'drug user' often creates a false sense of safety," said Dr. Alan I. Leshner, NIDA director. "The college student who sees himself as a social user, or the teen who's only going to 'try it once' doesn't feel in any real danger until it's too late. Addictive drugs can so rapidly and dramatically change the brain that the drugs literally take over. This campaign brings new urgency to an important message.

"For example, the latest research shows that even occasional use of a drug such as cocaine can desensitize the brain so that the user needs to take an ever-increasing amount of the drug to achieve the same effect as he or she experienced when first using the drug. Soon, the drug is used more frequently and in larger doses, resulting in addiction," said Dr. Leshner.

NIDA's partners in this public service campaign include Dr. Drew Pinsky, co-host of Loveline and drDrew.com; Major General Arthur T. Dean (ret.), CEO of Community Anti-Drug Coalitions of America (CADCA), a national organization representing over 5,000 community-based coalitions; and Sue Rusche, Executive Director, National Families in Action, a drug education, prevention and policy
center based in Atlanta.

For more information: call the NIDA Press Office, 301-443-6245.