Aside from the massive prison population growth during the Reagan years (for drug and minor offenses), it was the Just Say No campaign which was _everywhere_ during the 80s. https://en.wikipedia.org/wiki/Just_Say_No

As far as I know, none of the first ladies from Nixon, Ford, or Carter were on TV regularly talking about drugs.

Edit - added: The Clinton years saw even greater rate of increase in prison population, and for most of the same reasons.