Partnership for a Drug-Free America: Patsy Dog

Hill Holliday New York has created the first major viral campaign pro bono for the Partnership for a Drug-Free America. The work features 'Patsy', a well-intentioned, high-energy mother determined to go to any length to keep her kids from using drugs. The imaginary 'Patsy' is the star of a series of television spots/webisodes shot in a 'how-to' home video style that the Partnership for a Drug-Free America launches this week to steer parents toward the right way to talk to their kids about drugs. Hill Holliday New York crafted the campaign with its impactful tagline: Don’t be a Patsy. Learn a better way at Drugfree.org
Says ECD Alon Shoval: "By creating Patsy, a mom who gets it all wrong, we allow real moms to laugh at themselves and realize they don't have all the answers. And by launching Patsy virally, the message is relatable, entertaining, and doesn't come across as a lecture."