The Partnership for a Drug-Free America and Adrenalina, the multicultural advertising and marketing agency, announced that the two groups have joined forces to create a non-profit Spanish-language multimedia public service campaign aimed at Hispanic families.

Adrenalina will provide the Partnership with creative and strategic counsel on reaching Hispanic parents about preventing drug use among Latino youth via a national advertising campaign that builds on the nonprofit organization's "Habla Con Tus Hijos" ("Talk with your Kids") program. The effort is scheduled for rollout in 2010 and will be mounted across multiple media platforms.

"This campaign aims to help Hispanic parents realize that their kids will be exposed to drugs, and as the main influence in their children's lives, parents must play an active role to protect them.” said Alina Diaz, the Partnership's deputy director of multicultural programs.

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