Drug Free Kids Canada: The call that comes after
Media Type:
Experiential
Brand
Agency
Country:
Industry:
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, CanadaGroup Account Director:
Vicki WaschkowskiAccount Supervisor:
Shannon HarveyProject Manager:
Gillian LargeyLead Developer:
Dov AtlinCampaign Manager:
Andrew YangData / Technology:
Jacob CiesielskiPresident:
Andrea CookAgency Producer:
Kelly CavanaughDirector Connection Planning:
Cynthia SteeleProduction Company:
Circle ProductionsExecutive Producer:
Andria MinottDirector / Cinematographer:
Jesse BlightLine Producer:
Robbie McNamaraEditorial:
School EditingEditor:
Lauren HornExecutive Producer:
Sarah BrooksPost Production:
Red LabExecutive Producer:
Laurie Kerr-JonesProducer:
Pallavi JoshiVisual Effects Artist:
Andy HunterColourist:
Jason ZukowskiMusic & Sound Design:
Vapor RMWProducer:
Ted RosnickDate:
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