Addicted to information.

How do you educate parents?

In Partnership for a Drug Free America, we challenged the conventional approach of using fear to protect kids from drugs.

We changed the conversation by replacing fear with information.

The brand strategy? We armed parents with information, which led to a much better habit: conversations with their kids that educated them about the dangers of drug abuse.

The brand story? A campaign that "suspended time" and brought parents up close and inside the moments just before a kid "uses."

Our campaign urged parents to learn more about the drugs their kids already knew well by going to the Partnership's website - which they did in increasing numbers.

Services

Creative, Film, Directing, Print, Website