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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%… Read More
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. 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. Transit shelter ads recreating a bathroom scene accomplish the same objective in public spaces. Read Less
Published:
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