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Partnership for Drug-Free Kids: Find Help. Find Hope, 1
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Partnership for Drug-Free Kids has launched two campaigns that examine the impact of opioid addiction on families, while offering hope to parents and loved ones. Both campaigns, created pro-bono by New York-based independent agency Terri & Sandy, break this week and feature a 30- and a 15-second television spot, along with multiple print and out-of-home executions. The first campaign, Impossible Questions, is based on the insight that when a child is struggling with substance use and addiction, parents are faced with questions that have no easy answers. Directed by Mark Pellington of Washington Square Films and edited by Chris Franklin of Big Sky Editorial, the campaign demonstrates that these questions can often divide a family or tear apart a marriage. A powerful 30-second television spot – set to run nationally and locally across broadcast, digital and social media channels – dramatises this struggle as a mother and father poignantly debate topics like whether kicking their son out of the house will be the catalyst to address his substance use, or fuel his addiction. Companion print ads feature simple silhouettes of parents as they contemplate heart-wrenching questions, like “Should we empty our son’s college fund to pay for rehab?” and “Is giving my daughter money to buy food helping her buy drugs?” All the assets that comprise the Impossible Questions campaign direct parents to the nonprofit’s website, drugfree.org, “where families find answers.” The second initiative – a national print and out-of-home campaign entitled Hope Lives – uses cleverly designed copy to turn statements of hopelessness into stories of success. Each pairing inspires parents to “Find Help. Find Hope,” by visiting drugfree.org.
Co-President: Terri Meyer, Sandy Greenberg Related |
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