Drug Free Kids Canada: The Call That Comes After

Drug-Free Kids Canada, a non-profit organization, created a video and SMS campaign to encourage conversations between parents and teenagers about driving while high.

Agency: FCB/SIX

Product Description

Driving while high on marijuana is becoming more prevalent than drunk driving among young drivers in Canada. Research showed the most effective way to change a teen's behaviour in relation to drugs is very simple: by having their parents talk to them about it. So how could Drug-Free Kids Canada enable parents to talk to their teens about the dangers of driving high? Our measurable objective was to enable 7000 conversations between parents and teens.

Objective of the Campaign

For parents and their teens, some topics are harder than others. Take high driving. It involves...

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