Public service announcements of the War on Drugs have long been lampooned, and for good reason. Nonetheless, many have accepted such advertisements as a relatively benign, if irritating, collateral consequence of watching network television. Not unlike obnoxious pitches for ShamWow, we shrug our shoulders, chuckle, and move on. As rates of drug abuse have only increased throughout our long War on Drugs, we know that anti-drug PSA’s are at best an ineffective tactic and a poor use of taxpayer’s money. A closer look at anti-crack PSA’s in the Crack Era suggest that drug warrior TV spots were hardly benign. In many ways, this anti-drug effort proved to be socially irresponsible, misleading, and quite possibly, counterproductive.
If TV news of the period had not made it abundantly clear, PSA’s of the period reaffirmed popular assumptions that crack was an urban nonwhite problem which threatened to spill into suburban districts and victimize white youth. Despite the reality that crack was indeed an urban problem, the target audience of most PSA’s appear to be white suburban youth—potential victims. A litany of mainstream white celebrities offer their voices to variations of the same message; beware or the dangerous pusher and “just say no.” Kirk Cameron advises youth, “Come on, say no to drugs.” Bruce Willis also invokes the “just say no” tagline in his PSA, reminding children sternly to “be the boss” and make their own decisions. In the same year (1987), Willis appeared in a series of advertisements for Seagram’s Liquor clad in a white Miami Vice suit with multiple women on his arms. The tagline of the Seagram’s advertisement: “This is where the fun starts.”
In addition to offering an oversimplified message for drug avoidance most spots also advance the myth that one-time crack use kills. Just ask Pee-Wee Herman, “It’s the most addictive kind of cocaine and it can kill you. So every time you use it you can risk dying. Doing it with crack isn’t just wrong, it could be dead wrong.” Before he took to talking to chairs in public, Clint Eastwood also joined the fray as he channeled his best Dirty Harry. “You see this cute little vial here, that’s crack, rock cocaine, the most addictive form. It can kill you.” As with a series of PSA’s geared against crack, the postscript of the spot reads “Don’t even try it. The thrill can kill.” Brat Packer Ally Sheedy appeared in the same line of ads reminding Breakfast Club fans again “crack kills.” Other ads feature an undertaker and a businessman’s funeral, purportedly all casualties of crack. This myth marred the period, advanced most prominently by the overdose of basketball star Len Bias. Unfortunately, Bias was hardly a first-time user, nor did he overdose on crack, but rather, high-grade cocaine.