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"Drug Dealer": Partnership for a Drug Free Canada

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  • THE ASK
    BBDO/Proximity was asked by the Partnership for a Drug Free Canada to create a single print ad, alerting parents to the fact that not only do 20% of teens use prescription drugs to get high, but also that 80% of them are getting it from home.
     
    THE ANSWER
    Across select Toronto restaurant restrooms, mirror cling ads have been placed that reflect the message: "More and more teens are using prescription drugs to get high. Most of them say they steal them from home. Are you part of the problem?" These ads act like an intervention that targets parents and guardians of teens who are usually unaware of their unintentional role in their teens prescription drug use.
     
    In addition, transit shelter ads create a bathroom scene that put the passerby in the same situation.

    CREATIVE TEAM
    Creative Director: Scott Pinkney
    Associate Creative Directors: Rene Rouleau, Dan Gaede
    Copywriter: Jeff Middleton
    Art Director: Stuart Thursby