The Partnership for a Drug-Free America it taking its anti-drug message to cell phones. The public service organization has teamed up with mobile ad-serving network Ringleader Digital and brand builder Contagious to spread its message about the risks of drugs and alcohol to teens and parents on their mobile phones.

The campaign will run mobile banner ads that drive parents and teens to different WAP microsites. The ads directed at parents brings them to a site where they can sign up to access "tips, tools and advice" from the partnership's Time To Talk program and sign up to get their first tip via text message. Teens are sent to a site called "Check Yourself," which helps them examine their relationship with drugs and alcohol.

Initial sites and networks running the ads include go2 Media, Zumobi, Frengo, Limbo and Maestro.