Drug Free Kids Canada: The call that comes after

10.0

Media Type:

Experiential Experiential

Brand

brand

Agency

agency

Country:

Canada

Industry:

Public Interest, NGO

The project is called "The Call That Comes After" and what's interesting about it is how technology is used to bring the targeted teen into the narrative of the campaign - they receive personalized text message from their parent at a crucial point in watching a customized video. It targets teens on the device they use most - their phones. The goal of the campaign is to start a conversation between the teen and their parent about the dangers of high driving. Studies show that driving high nearly doubles the risk of an accident, but a recent study commissioned by Drug Free Kids Canada found that 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 which seems to indicate a reluctance to engage in a meaningful conversation.​ ​The tool that is being offered with the “CallThatComesAfter” provides an easy opportunity for parents to get a message across and open the dialogue all this with a few clicks.

Credits

Advertising Agency:

FCB SIX, Toronto, Canada

Executive Creative Directors:

Ian Mackenzie, Krystle Mullin, Graham Tingle

Group Account Director:

Vicki Waschkowski

Account Supervisor:

Shannon Harvey

Project Manager:

Gillian Largey

Lead Developer:

Dov Atlin

Campaign Manager:

Andrew Yang

Data / Technology:

Jacob Ciesielski

President:

Andrea Cook

Agency Producer:

Kelly Cavanaugh

Director Connection Planning:

Cynthia Steele

Production Company:

Circle Productions

Executive Producer:

Andria Minott

Director / Cinematographer:

Jesse Blight

Line Producer:

Robbie McNamara

Editorial:

School Editing

Editor:

Lauren Horn

Executive Producer:

Sarah Brooks

Post Production:

Red Lab

Executive Producer:

Laurie Kerr-Jones

Producer:

Pallavi Joshi

Visual Effects Artist:

Andy Hunter

Colourist:

Jason Zukowski

Music & Sound Design:

Vapor RMW

Producer:

Ted Rosnick

Casting:

Shasta Lutz/ Jigsaw Casting

Date:

February, 2017

Ad of the day

Ad of the Day | Nike/NOCTA: Yes Man Full 9.5 Ad of the Day | Pizza Hut: Every Four Years 9.8 Ad of the Day | Airalo: Connection Means the World 0.0

Latest News

Cerveza Modelo Uses the Actual size of Modelito to Launch its new Campaign

Jul. 29, 2026

Cerveza Modelo Uses the Actual size of Modelito to Launch its new Campaign

The launch began with a takeover on Paseo de la Reforma that challenged one of the established rules of out of home advertising

Neighborhood Watch Signs Award-Winning Director La Pele

Jul. 29, 2026

Neighborhood Watch Signs Award-Winning Director La Pele

La Pele began her career as an advertising copywriter in London, eventually moving into art direction, then styling, and ultimately embracing directing