Twin Peaks Prop – ‘Mom and Dad I / Use Drugs’ Poster in Twin Peaks Sheriff’s Department

Being a child of the 1980s, I remember learning how to “dare to keep a kid off drugs” through the D.A.R.E. program at my grade school. This campaign along with the iconic frying of an egg to symbolize my brain being on drugs are forever imbedded into my brain. Perhaps that is what the Partnership for a Drug-Free America wanted when they launch a major anti-drug media campaign that was “billed as the biggest public-service program since the sale of war bond in World War II.” That campaign even made it to the fictional town of Twin Peaks where a “Mom and Dad / I Use Drugs” poster was used as set decor at the Twin Peaks Sheriff’s Department throughout the first two seasons of the show.

PARTNERSHIP FOR A DRUG-FREE AMERICA ANTI-DRUG MEDIA CAMPAIGN

The Partnership for a Drug-Free America, known today as the Partnership to End Addiction, is a nonprofit organization that aims to prevent the misuse of illegal drugs. Founded by Phillip Joanou in 1985 with a $300,000 grant from the Associated Advertising Agencies of America, the Partnership “created, aired, printed, skywritten and song-and-danced some $2 billion worth of anti-drug public service messages” (“Can You Just Say No?” by Pamela Warrick, The Los Angeles Times, Aug. 30, 1996). The most notable TV ad they created was This Is Your Brain on Drugs.

Dick Capen, former chairman and publisher of The Miami Herald from 1983 to 1989, wrote about this public service campaign in the “Publisher’s Perspective” column on Apr. 5, 1987. This was one of the first looks at the “Mom and Dad / I Use Drugs” ads. Capen said the program was launched in late March that year with more than 200 advertising agencies working together “to research and to design, produce and distribute public-service messages for media use.” The nonprofit Partnership asked electronic media to donate $500 million of public-service time and space from 1987-1990.

“I’m convinced our program will work,” said Richard O’Reilly, who gave up his ad-agency business to lead this public-service campaign. “The only way to solve the drug problem is to reduce demand, and that means a dramatic change in the attitude and behavior toward drug use.”

Capen said the media messages would “pull no punches.”

“Frankly, they must make us mad, make us cry, and scare the hell out of us,” said O’Reilly.

This campaign, particularly the poster featured in this article, continued being used until at least 1999. The Partnership changed its name to Partnership at DrugFree.org (2010–2014) and later, Partnership for Drug-Free Kids (2014–2020). Their approach to conveying messages also changed over the years, moving from broadcast media to parental outreach.

‘MOM AND DAD / I USE DRUGS’ POSTER

This poster was prepared by Smith/Greenland Inc., Advtg. in 1987 for the Partnership for Drug-Free America. It features a protest-like poster on a stick with the phrase “Mom and Dad / I Use Drugs.” The smaller text on the poster reads:

“Unfortunately, signs of drug use aren’t this obvious.

Fortunately, they’re not invisible, either. That’s why it’s so important that parents know what these signs are.

The problem is that most parents don’t know. And, as so often happens, their child’s drug problem goes undetected.

It’s senseless. Especially when the signs of drug use are right in front of the parents eyes. Signs such as excessive secrecy, fewer visits home from college or a drop in school performance.

Other signs are irritability, weight loss, pupil dilation, and heavy of eye drops or nasal sprays.

These are only a few. There are many others.

If you’re a parent, you must get involved. You can learn more about the signs of drug use by contacting your local agency on drug abuse.

Knowing these signs isn’t a cure But at least it’s a start.”

You can spot this poster as early as Twin Peaks episode 1.001 when Sheriff Harry S. Truman and Special Agent Dale Cooper walk down the hall of the Twin Peaks Sheriff’s Department to speak with Big Ed Hurley by the kitchen.

Before Twin Peaks, this public service announcement appeared as a nearly full-page ads in newspapers like The Courier News on Jun. 5, 1987.

Smaller versions would appear in local papers in subsequent years, such as East Oregonian on Mar. 20, 1989.

Other times, it would be paired with local community anti-drug organizations or task forces, such as this ad in The Huntsville Times on Oct. 25, 1990.

‘MOM AND DAD / I USE DRUGS’ POSTER APPEARANCES IN TWIN PEAKS

After the appearance in episode 1.001, the poster reappears as Cooper and Truman exit the conference room to meet Special Agent Rosenfield and his team. It will remain on the bulletin board outside the Twin Peaks Sheriff’s Department Conference room throughout the first two seasons.

It’s difficult to see but the poster is found just behind Agent Cooper’s head in episode 1.003.

When Cooper arrives to address Waldo, the Myna Bird, in episode 1.006, he passes by the bulletin board on the way into the conference room.

A very brief glimpse is seen as Lucy Moran waters plants in the lobby during episode 1.007.

In episode 2.003, the poster is seen in the foreground as Sheriff Truman, Deputy Hawk and Agent Cooper walk down the hallway.

Cooper and Truman would soon encounter Leland Palmer who demonstrates match flicking in the same episode. Part of the poster is next to Leland.

The poster is opposite Andy as he hides behind a wall in episode 2.004.

A Sheriff’s Deputy walks by the lobby and we get an unobstructed view during the same episode.

An episode later, the poster is seen as Truman escorts Lucy out of the Sheriff’s Department.

A few more jumps, we see an empty hallway in episode 2.009 with the poster along the left wall bulletin board. This brief moment happens just after Lucy brings Richard “Dick” Tremayne into the conference room.

When Dick Tremayne visits Deputy Andy Brennan to speak about little Nicky in episode 2.012, the poster is seen just outside the conference room.

The same conference room door with Deputy Hawk and Lana is seen later in the same episode. The poster is just behind Mrs. Milford.

When Mayor Milford surprises the law enforcement team in episode 2.014, the poster is found behind Deputy Andy Brennan.

Waiting is hard later in the episode but it gives us time to spot the poster before the law enforcement team enter the conference room with Mayor Milford and Lana.

As Cooper and Albert talk in the hallway during episode 2.016, the top of the poster is seen just behind the coat rack.

Deputy Andy demonstrates his repelling capabilities in episode 2.018. In the distance, the poster is seen on the same bulletin board outside the conference room.

The final appearance is in episode 2.020 as Windom Earle’s oversized pawn is moved through the lobby. When Deputy Andy stares back at Lucy sitting at her desk, we can see the anti-drug poster.

I can’t help but think of Bobby Briggs’ outburst at Laura Palmer’s funeral in episode 1.003. He said everyone knew Laura was in trouble. She was exhibiting all the signs but no one did anything. Perhaps she needed this poster to call for help.