WHITE HOUSE TAKES ANTI-DRUG MESSAGE TO HOLLYWOOD

WASHINGTON (Reuters) - The White House, clearly unfazed by the flap
that followed news that it quietly struck deals with major television
networks to insert anti-drug messages into prime-time programs, is now
taking its campaign against recreational drug use to Hollywood.

46ederal officials will work with Hollywood studios as well as with
directors and writers to promote films and videos that ''responsibly
communicate (anti-drug) campaign messages,'' White House ``drug czar''
Barry McCaffrey told Congress on Tuesday.

``As powerful as television is, some experts believe that movies have
an even stronger impact on young people,'' McCaffrey said in testimony
before the House Government Reform Committee.

``To impact film, the campaign will work closely with major studios,
as well as the individual writers and directors, who are the driving
force behind what is seen on the screen,'' he said. ``Though
continuous dialogue, we believe we can raise awareness about how
images of substance abuse in the movies impact audiences, particularly
young audiences.''

McCaffrey unapologetically acknowledged earlier this year that his
White House Office of National Drug Control Policy had given millions
of dollars in financial credits to major television networks in return
for including anti-drug messages in popular TV programs like ``E.R.''
and ``Beverly Hills 90210.''

The disclosure, which prompted criticism from Congress and civil
liberties groups and concern in the media, grew out of the approval by
Congress in 1997 of a $1 billion, five-year advertising campaign
targeted at young drug users.

Most of the money was supposed to be spent on television commercials,
but the government instead cut deals under which it agreed to provide
advertising credits if the networks agreed to work the anti-drug
messages into episodes of popular television shows. In April the
controversy was revived with the disclosure that several newspapers
and magazines had received similar credits after publishing articles
with positive anti-drug messages.

McCaffrey rode out the furor and defended the practice. He argued that
the government had not used its financial leverage to interfere with
the creative process or independence of the media, but it had helped
to reduce drug use.

``However, the creative process for producing a film is dramatically
different than that for television,'' McCaffrey said in his testimony
to Congress.

``Scripts are often years in development and they may not ever get
made. As a result, the campaign takes a long-term view in working with
filmmakers and understands that we may not see concrete results for
several years.''

His office also plans to use a ``group of celebrities'' -- all of whom
have donated their services -- to pitch the anti-drug message. ``The
technique is particularly effective with young people, who frequently
try to emulate the looks, behavior and attitude of their favorite
stars,'' he said.