The Partnership at Drugfree.org, a national nonprofit helping parents solve the problem of teen substance abuse, and DDB New York have joined forces to launch 'Damaged Circuits'. The new, multimedia creative campaign breaks this week and helps parents understand that while teens may think trying drugs once or twice is harmless, any amount of teen drug use can get out of control before parents and teens realize it.
Created pro-bono for The Partnership at Drugfree.org by DDB New York, the public service campaign consists of TV, radio, print and digital banner ads.
'Damaged Circuits' is targeted to parents of teens and young adults who suspect their child may be using drugs or alcohol.
The television spot, which will air in :15 and :30 versions, depicts both the physical and cognitive damage that occurs to young people's brains as a result of substance abuse. It opens with an energetic tween talking about what happens to the developing adolescent brain when one takes drugs. As he talks, his appearance slowly begins to deteriorate, his speech begins to slow and his attention begins to wander. By the end of his explanation, he appears tired, distracted and unkempt.
The spot closes with a voiceover that says: "The signs are there. So is our help. Visit The Partnership at Drugfree.org for practical information on coping with teen drug use."
