The United States government announced that it is utilizing internet video leader, YouTube, in an effort to reach a broader audience with its anti-drug video campaigns.
The White House's Office of National Drug Control Policy (ONDCP) became the first U.S. government Cabinet agency to use YouTube, as it expands its anti-drug advertisements, policy announcements and other content beginning this Tuesday.
The office has been actively exploring the use of emerging technologies as it tries to expand its reach and target younger audiences.
We know that in order to remain effective communicators in this new information age, public institutions must adapt to meet the realities of these promising technologies, John Walters, Director of ONDCP said in a statement.
In February 2005, ONDCP launched the first official blog for a Cabinet-level agency. ONDCP also posts podcasts of speeches, commentary from public health officials, and audio of anti-drug events.
Youtube garners 46.11 percent of total video market share for the second week of September, according to market researcher, Hitwise Intelligence. In comparison, the number two video provider, Myspace Videos, attracted slightly less than 21 percent, with Google Video trailing at nearly 12 percent.
Correction: An article on Wednesday, September 20, 2006, about about a U.S. government effort to post and distribute anti-drug videos on the YouTube website incorrectly stated that the website was teaming up with the government. A headline also erroneously stated that the entities were partnering. The government and YouTube have not announced a partnership as of Wednesday.