This Campaign Sends Teens Personalized Videos Warning Them Against Driving High

Drugs Free Kids Canada Is Reaching Out to Parents

Published On
Feb 22, 2017

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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.


Feb 22, 2017
Brand :
Drugs Free Kids Canada
Client :
Drugs Free Kids Canada
Agency :
Executive Creative Director :
Ian Mackenzie
Associate Creative Director :
Krystle Mullin
Associate Creative Director :
Graham Tingle
Vice President, Group Account Director :
Vicki Waschkowski
Account Supervisor :
Shannon Harvey
Project Manager :
Gillian Harvey
Lead Developer :
Dov Atlin
Campaign Manager :
Andrew Yang
Vice President, 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 Producer :
Red Lab
Executive Producer :
Laurie Kerr-Jones
Producer :
Pallavi Joshi
Visual Effects Artist :
Andy Hunter
Colorist :
Jason Zukowski
Music and Sound Design :
Vapor RMW
Producer :
Ted Rosnick
Casting :
Shasta Lutz
Agency :

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