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Inspiring Change

Partnership for a Drug-Free America

Hard-hitting PSAs designed to spark conversations between parents and teens.

Still from Partnership for a Drug-Free America
Client
Partnership to End Addiction
Role
Chief Creative Officer
Year
2017
Disciplines
Broadcast, Digital Video

Brief

Start conversations between parents and teens about drugs without leaning on the fear people have learned to tune out.

Idea

Be honest instead of scary. Tell real stories in short, human spots and trust viewers to feel the consequences without being lectured.

Work

We developed a series of emotionally resonant spots that moved away from scare tactics, focusing instead on honest dialogue and the real-world consequences of addiction.

Impact

A series of PSAs that opens the door to a conversation instead of ending one, and gives the Partnership a more human voice for a difficult subject.

Client

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