THE Philippine Drug Enforcement Agency yesterday officially launched its second animated video aimed at assist ing the agency in its demand reduction drive, and help avoid or delay the initiation of illegal drug use especially among the younger generation.
Among those who attended the launching were Brandon Hudspeth, director of the International Narcotics and Law Enforcement Affairs of the United States Embassy, Quezon City Mayor Joy Belmonte and PDEA National Capital Region Director Joel Plaza.
The animated video entitled “Tara Na, Kaibigan” is a collaborative project of PDEA, INL, US Embassy and the Q.C. local government.
The video shows a young man who, while en route to school, comes across two teenagers. One is buying illegal drugs from a drug dealer, and the other, getting drug offers from strangers. The main character persuades the youngsters to join him in devoting their time to life aspirations and strive in securing a better future instead of getting involved in drug use.
The anti-drug advocacy material can be viewed in various forms of mass media such as Facebook, television, and billboards.
“Cheerful and upbeat music typifies the scoring of the video, to make it more appealing to specific audiences like Generation Z, or individuals born from 1995 onwards.
“Around 40 percent of the total Philippine population comprised this demographic group known to be the most vulnerable to initial stages of drug addiction,” said PDEA chair Director General Aaron N. Aquino.
“For this reason alone, PDEA placed emphasis on connecting with the Generation Z, in order for the latter to avoid illegal drugs, and realize their full potential and become contributing members of society,” he added.