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California TV ad, booklet take aim at meth

ATWATER, California -- Ben Duran got so angry he stepped out of the suit he usually wears as president of Merced College, California and into some gold chains and a black cowboy hat to play a Hispanic drug lord for an anti-methamphetamine campaign.
" As a Hispanic, I was offended that 90 percent of the meth was manufactured by Hispanics," Duran said during the premiere of the commercial, "Breaking the Chain of Destruction." The commercial will air on Univision television channels from Merced,California to Sacramento, California and ultimately down to Bakersfield, California.

Duran, who also is president of the Merced Hispanic Network, got mad after hearing a presentation on meth in the valley.

"I was offended that Hispanics were preying on Hispanic families," he said.

The 30-second commercial and a Spanish-language, comic-book-style "foto novela" are aimed at the laborers and farmworkers who get recruited by the lure of big, easy money.

The message is "El dinero facil no vale la pena," Duran said, or, "The easy money isn't worth it."

The commercial and comic book follow a fictional family where the father is recruited to make a batch of meth. One of the children gets sick from the chemicals used, California authorities are alerted, the dad is arrested and the children are taken away by California Child Protective Services.

"It's very graphic; it's very to the point. It's the message we're trying to get out to the community," Duran said.

Merced County, California Sheriff Mark Pazin said the plotline happens on an almost daily basis.

"The children become the collateral damage," he said.

"I think ground zero for the methamphetamine problem here in the valley is Merced County,California" he said. "We hope this program will go valleywide, if not statewide."

Stephen Delgado, the special agent in charge of the San Francisco, California Division of the Drug Enforcement Agency, said the program was unique.

"I've never heard of anything like it," he said. "It will get the community involved and help us get more information. We're reaching out to the community to confront the problem in a cooperative way. It's new ground, reaching out to the Hispanic community."

"Meth is our No. 1 priority in all of California," said DEA Special Agent Richard Meyer.

"I've seen firsthand what it does to the community," said Virginia Madueno, president of Imagen, a "Hispanic-Latino" public relations and marketing firm in Modesto, California. She helped raise the money that paid for the commercial and also was the writer-director for the project.

Madueno said the novela was used because many Hispanics in the target audience have a low literacy rate and not much education.

"The foto novela is a soap opera in pictures," she said.

While crews were shooting the commercial, a still photographer was taking shots for the comic book-style anti-drug booklet. An initial run of 15,000 will be distributed throughout the Northern San Joaquin Valley, California with another 20,000 to be printed soon.

Madueno helped line up the corporate sponsors who came up with the $60,000 to buy the airtime. Univision has made contributions and also helped with filming the commercial.

Del Valle Homes of Modesto, California was one of the sponsors. Dennis Carrasquilla, director of community relations, said, "We're building in minority communities, and we want those areas to be safe and to prosper."

The company has projects in Ceres, Waterford and one planned for Modesto. "Any chance we get to help out and improve the community, we take."

Duran said his group is looking for additional sponsors to buy airtime in the southern part of the valley.

"The commercial and the foto novela combined bring some awareness to the wife and the family," he said. "We hope that when a man says that we have an opportunity to make a whole lot of money, we hope the woman will say it's not worth it."

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