Creativity

This Campaign Sends Teens Personalized Videos Warning Them Against Driving High

Drugs Free Kids Canada Is Reaching Out to Parents

By Alexandra Jardine. Published on Feb 22, 2017

Editor's Pick

A new campaign by from Canada aims to start a conversation between parents and teens about the dangers of driving high, using a device central to teens' lives: their phone.

The Drugs Free Kids Canada campaign, hosted at The Call That Comes After, first invites parents to fill out a form with their child's details. Within a few minutes a personalized version of a video, like the one seen here, will be sent to the teenager's phone.

The story in the film, directed by Jesse Blight at Circe Productions, features four teens flirting in a low-key group after school; one girl agrees to be driven to a party by a boy she likes, even though he's been smoking marijuana. Then there's a shocking a crash -- and this is followed by a series of frantic texts from the girl's mom asking if she is OK. Just as the texts are shown, the real-life teen watching the film receives the same frantic messages on their own phone, purporting to be from their own parent.

FCB/Six was the agency behind the campaign, which is aimed at convincing teens that the message really does apply to them. According to a recent study commissioned by Drug Free Kids Canada, nearly one third (32%) of teens feel driving high is not as risky as drunk driving, while one in four high school seniors say they have ridden in a car with a high driver. Although more parents are speaking more frequently to their kids about drugs, Drug Free Kids Canada's research showed that over 40% of parents say their conversation lasted only a few minutes or less indicatting a reluctance to engage in a meaningful conversation.

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About

Credits

Date
Feb 22, 2017
Agency:
FCB/Six
Client:
Drugs Free Kids Canada
Executive Creative Director:
Ian Mackenzie
Associate Creative Director:
Krystle Mullin
Associate Creative Director:
Graham Tingle
VP/Group Account Director:
Vicki Waschkowski
Account Supervisor:
Shannon Harvey
Project Manager:
Gillian Harvey
Lead Developer:
Dov Atlin
Campaign Manager:
Andrew Yang
VP Data and Technology:
Jacob Ciesielski
President:
Andrea Cook
Agency Producer:
Kelly Cavanaugh
Production Company:
Circle Productions
Director:
Jesse Blight
Executive Producer:
Andria Minott
Line Producer:
Robbie McNamara
Editorial:
School Editing
Editor:
Lauren Horn
Executive Producer:
Sarah Brooks
Post:
Red Lab
Executive Producer:
Laurie Kerr-Jones
Producer:
Pallavi Joshi
VFX Artist:
Andy Hunter
Colorist:
Jason Zukowski
Music and Sound Design:
Vapor RMW
Producer:
Ted Rosnick
Casting:
Shasta Lutz

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