Non-profits are slowly adapting their advertising and marketing to the new media world, shifting dollars to online, reports The New York Times.

Organizations such as the Partnership for a Drug-Free America and others are launching micro-sites and other ventures to try and reach their audience in the same way that other marketers are. Like other marketers, the changes were made in an attempt to stay relevant to the audience.

Part of the new-look campaign also involves time donated by Comcast to run video spots on its on-demand channel, part of a three-year, US$ 55 million effort by the multi-media company. Comcast is also one of the sponsors of the Partnership's Time to Talk website, a resource for parents to use to get information on talking to their kids about drugs.