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.