Drug free is the way to be.
That’s the message area youth and members of the Orleans United Drug Free Communities Coalition are trying to get across to their peers. To do this, coalition members sought out interested young people to bring its message and its first media campaign, “Choose 2 Be Drug Free,” to the small screen.
“We wanted to do more than just billboards,” said Stephanie Armstrong, program assistant for the coalition. “So we said, ‘Let’s find a different medium to get kids involved.’ ”
Armstrong said the organization had money from a grant that is administered through Genesee/Orleans Council on Alcoholism and Substance Abuse Inc., to be used for promotional purposes.
They decided to make a commercial that will be aired on television this fall and will feature 31 area young people.
“We wanted to use community youth because it builds morale, and it creates a buzz,” Armstrong said.
The commercial was filmed Aug. 25 with Paul Figlow of Figlow Productions of Batavia, at the Holley Youth Center and Falls Park, and took about half a day to shoot.
A VIP premiere for those who participated in the making of the commercial was held Wednesday evening at the youth center, where kids and their parents were able to see the finished product, receive a copy of the commercial and visit with each other over dinner. This was also an opportunity for the kids to celebrate their choice to live drug-free lifestyles.
“I was kind of nervous,” said Claudia Passarell, 13, of Holley, of the video shoot. “We had to write our lines.”
Maria Albanese, 14, of Kendall, wasn’t as shy about her performance.
“It wasn’t too bad,” she said.
Asked why it is important to get the message out to the community that drug free is the way to be, Maria responded: “Just what we said in the commercial, that drugs can ruin your life and they’re not good for you, so you shouldn’t do them.”
Mother Jill Albanese said her family is excited to see the commercial on TV.
“We’re gonna be watching channels we don’t normally watch,” she said. “I’m glad the girls were able to do this. It’s a great experience.”
In creating the commercial, Armstrong and other coordinators distributed questionnaires to the kids, asking why they choose to be drug free. They looked over the answers and were able to find messages in what the kids responded.
“All the kids used their own words,” Armstrong said. “They were all their own ideas and personal reasons.”
After finishing the commercial, the group met with representatives from Time Warner Cable, which has a breakdown of demographics showing what age group is watching which channels, and when. According to data, youth between the ages of 10 and 20 watch the most television between 6 p.m. and midnight, so that’s when the commercial will run. It will be featured on BET, MTV, Animal Planet, Nickelodeon, the Cartoon Network, UFC on Spike, and ABC Family — specifically during the show “The Secret Life of the American Teenager.”
The commercial will run through December.
Justin Borrero, 13, of Holley, and his brother, Michael, 12, will be making their television debut when the commercial airs.
Their mother, Tamie Sanchez, said the boys had a good experience making the piece.
“They enjoyed it. They had a lot of fun,” she said.
Michael said acting in the commercial was easy, but maybe that’s because he’s had prior experience, acting in a play in the past.
“I wasn’t nervous,” he said.
Justin also said his part in the commercial wasn’t that difficult. His line, as to why he is committed to staying drug-free, is: “To be a good brother.”
Armstrong said she hopes the commercial will send a positive peer-to-peer message that substance abuse isn’t cool.
“We want to show the community there are kids that are drug free, and why they are,” she said.
Contact editor Holly Toal at 798-1400, ext. 8225.
Local News
Related Photos
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Area youth and their parents gather Wednesday evening at the Holley Youth Center for the debut of a commercial that was created with the Orleans United Drug Free Communities Coalition. Coalition Program Assistant Stephanie Armstrong announces the opening of the commercial, as youth and parents watch.
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Area youth and their parents gather Wednesday evening at the Holley Youth Center for the debut of a commercial that was created with the Orleans United Drug Free Communities Coalition.
Discussion
Area youth premiere drug-free commercial
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