B2K Hits the Soundwaves with Anti-Drug Message forming Partnership for a Drug-Free America® And Musicians Assistance Program Pop Sensation Donates Time to Help Prevent Drug Use

Pop sensation B2K (Epic) can be heard on radios this summer singing songs such as Uh-Huh" from their certified gold debut album, and they can also be heard delivering drug prevention messages in four different public service announcements for the Partnership for a Drug-Free America (PDFA).

Contact:    
Nora Roach, PDFA (212) 973-3530
   
La'Verne Perry-Kennedy, Epic Records (212) 833-7003

Ronnie Lippin, MusiciansAssistance Program (323) 965-1990
                     

B2K Hits the Soundwaves with Anti-Drug Message form
Partnership for a Drug-Free America®
And Musicians Assistance Program

Pop Sensation Donates Time to Help Prevent Drug Use

   NEW YORK, August 5th --Pop sensation B2K (Epic) can be heard on radios this summer singing songs such as Uh-Huh" from their certified gold debut album, and they can also be heard delivering drug prevention messages in four different public service announcements for the Partnership for a Drug-Free America (PDFA).

Working in conjunction with the MusiciansAssistance Program (MAP), and New Yorks HSR Studios, the Partnership developed radio ads featuring this popular boy-band in :60, :50, :30 and :20 lengths. The drug-prevention messages, delivered via the Partnerships State/City Alliance Program, are now with stations spanning the top 75 media markets.
   B2K simply delivers the message, drugs tear down your life." Carole Fields, co-founder and executive vice president of MAP, said, We were grateful that such a popular, talented and young band was willing to get out there nationally and discourage drug use. They dont preach; they dont delegate; they describe what drugs can do to an individual, allowing kids to walk away with the knowledge that drugs just are not worth the risk." MAP, founded ten years ago by Buddy Arnold and Carole Fields, helps professionals in the music community address substance abuse problems. MAP offers assessment, referral and funding for treatment.
B2K, the winner of this years The Viewers Choice Video of the Year" from BET, wanted to deliver messages that they felt teens could relate to -- messages that spoke honestly and openly about why they dont do drugs. We work in the studio," announces the band. We have to know our dance routines, words to the music, and dance steps. We cant look sloppy," they say in one version of the ads. After delivering their messages in a straight-forward, matter-of-fact manner, the boys say, You want to get somewhere? Forget about drugs."

George Moore, executive radio producer, HSR Studios, recorded and interviewed the band for the :20 and :30 ads. The second set of ads (:50 and :60) are recordings of the band talking -- unscripted -- about why they dont do drugs. It was incredible just to hear their messages delivered so honestly," said Moore. The band came together to the recording studio that day with one goal -- to try to persuade teens not to use drugs."

We were given the opportunity to have access to a band that just last summer was opening for another singing and now acting sensation, Lil Bow Wow," said Bea Bartolotta, senior vice president and director of creative development, PDFA. Kids across the country love and listen to B2K. Fortunately, the band was willing to deliver their message that 'B2K has 'no room for drugs in their lives."

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The Partnership for a Drug-Free America (PDFA) is a private, non-profit coalition of professionals from the communications industry. Best known for its national, drug-education advertising campaign, the Partnership exists to help kids and teens reject substance abuse by influencing attitudes through persuasive information. To date, approximately $3 billion in media exposure and some 600 ads have been donated to the Partnerships national campaign, making it the largest public-service campaign in the history of advertising. PDFAs State/City Alliance Program supports the Partnerships mission at the local level, reaching more than 96 percent of all U.S. television households. PDFA receives major funding from the Robert Wood Johnson Foundation and financial support from more than 200 private sector corporations. PDFA accepts no money from alcohol or tobacco manufacturers. Beginning in 1998, PDFA advertising began appearing in paid media exposure as part of the National Youth Anti-Drug Media Campaign, coordinated by the Office of National Drug Control Policy; the Partnership receives no federal funding for its role in this effort.

The Partnership would like to extend special thanks for the Screen Actors Guild and the American Federation of Television and Radio Artists for their continued generosity.