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DDB reach out to parents to prevent child drug abuse

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The Partnership for Drug-Free Kids (PDFK) is a national nonprofit organisation in the US that works to reduce substance abuse among adolescents by supporting families and reaching out to at-risk teenagers. DDB California is collaborating with them on a new, integrated creative campaign that includes TV, print and radio PSAs, all of which are part of the “Real Help” campaign. The campaign is geared toward parents of teens and young adults who have been impacted by substance abuse or addiction and is centred around a trio of TV spots directed by Oscar-winner Angus Wall, who has edited blockbuster David Fincher films such as “The Girl with the Dragon Tattoo” and “The Social Network.”

DDB California is collaborating with The Partnership for Drug-Free Kids on a new, integrated creative campaign

Awkward Silence

Aside from the three 30 second spots (Awkward Silence, Just a Phase, Embrace), the campaign also comprises one 15 second TV spot (Awkward Silence), two print ads (Awkward Silence, Hug) and one radio spot (Awkward Silence). The unifying theme of all the creative work for the campaign is the search for answers and compassion by parents faced by their child’s substance abuse problems. Friends want to be supportive, but many don’t know what to say and are simply not equipped to offer real help. The campaign stresses that parents and families can find the help, resources and support they need from the PDFK.

The campaign is centred around a trio of TV spots directed by Oscar-winner Angus Wall

Just A Phase

Through the new work the PDFK aims to help parents to understand that whilst dealing with a child’s drug use can be overwhelming, there is help available. The PSAs are the first to highlight the organisation's new name and logo, which was first unveiled only a few months ago. The “Real Help” campaign was developed and produced pro-bono by DDB California alongside Rock Paper Scissors and A52 (post production).

The PDFK hopes to help parents to understand that whilst dealing with a child’s drug use can be overwhelming, there is help available

Embrace

Rebecca Shaw, director of advertising and production for the Partnership for Drug-Free Kids, said they are “Thrilled to partner with DDB California on this impressive campaign, and are incredibly pleased with the terrific creative they’ve delivered.” She feels that what sets this work apart is that the agency was able to hone in on an authentic consumer insight using Wall's work. She calls the spots “Masterful in capturing an intimate moment between two friends, allowing the viewer to really experience the angst and hopelessness parents feel when they are in need of help and are unable to find it.” Jonathan Byrne, creative director for DDB California, adds that “Opening up about drug abuse, even to a good friend, is an alienating experience, but The Partnership for Drug-Free Kids wants families struggling with drug abuse to know that drugfree.org is the place to turn for help. No more awkward silences, just answers.”

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