www.whatsyourantidrug.com and its associated online banner campaign is part of 360-degree multimedia campaign designed to support the anti-drug efforts of the White House's Office of National Drug Control Policy. Leveraging the interactivity of the medium, the popularity of authentic online content, and the chance to show that cool kids DON'T do drugs, the 'music' banner offers interactivity in a playful, audio-based environment, where kids can click through to www.whatsyourantidrug.com and identify what stands between them and drugs. Anyone can submit his/her definition of an anti-drug, ranging from something as common as biking or music to more unexpected answers like Buffy the Vampire Slayer or their pet frog named Albert. The site grows with each session of participation, helping to build a groundswell of kids - a modern youth movement - recognised and rewarded for their decision to remain drug free. As of the begining of 2001, more than 75,000 kids had declared their anti-drugs - either through the site or the banners living in online media.