Tuesday, September 19, 2006

If you can't beat 'em

The government is trying a new tactic in the decades old war on drugs. Taking a page from pot-smokers across the nation, the White House is starting to place their anti-drug public service announcements on YouTube. In doing so, they're putting themselves directly into the viewing cycle of people who watch self-made videos featuring horrible karaoke, live-action translations of video games, and mash-ups of songs with Japanese animation.

The thing is, this type of campaign may work, because it's finally taking a medium that is one of the main focal points for the people directly affected, and addressing the issues. Of course, the PSA's still are a bit hokey for their intended purpose in many ways, but the simple fact that the government is trying a new avenue and approach shows that, in spite of everything else they've done under the current administration, they can learn from what worked and what didn't.

Of course, we also have to keep in mind that one of YouTube's favorite celebrities, and I use the term loosely, is someone who may have had a few run-ins with drug use herself. It almost makes you wonder if the White House is considering trying to put together a few new PSA's featuring Paris Hilton, in an attempt to bring around a wider audience.

Naturally, if this campaign works, we may see even more PSAs showing up on YouTube. Imagine NBC's "The More You Know" campaign playing on your computer while you're trying to find the funny video of the guy lighting his own face on fire with a flaming shot. Picture United Way commercials in place of watching Joe Thiesmann break his leg over and over again.

And just wait until the video mash-up of GDub with Paris. That'll be a real meeting of the minds, one for the record books.

It's a shame neither of them can read.

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