NEW YORK, April 8, 2015
/PRNewswire-USNewswire/ -- The Partnership for Drug-Free Kids, a
national nonprofit working to reduce substance abuse among adolescents
by supporting families and engaging with teens, is collaborating with
DDB California on a new, integrated creative campaign that includes TV,
print and radio public service announcements (PSAs). The ads are part of
a campaign called "Real Help," and are geared toward parents of teens
and young adults who have been impacted by substance abuse or addiction.
The TV spots were directed by two-time Oscar®-Winner
Angus Wall, who edited blockbuster films like "The Girl with the Dragon
Tattoo," "The Social Network" and "The Curious Case of Benjamin Button."
The "Real Help" campaign is comprised of three :30 TV spots
(Awkward Silence, Just a Phase, Embrace), one :15 TV spot (Awkward
Silence), two print ads (Awkward Silence, Hug) and one :30 radio spot
unifying theme of the creative work is the search for answers and
compassion by parents who are faced with their child's substance abuse.
Friends want to be supportive, but many don't know what to say and just
aren't equipped to offer real help. The new PSAs stress that parents and
families can find the help, resources and support they need from the Partnership for Drug-Free Kids. The spots close with: "Most people don't know what to say about drugs. But we do. Visit us at drugfree.org."
are thrilled to partner with DDB California on this impressive
campaign, and we are incredibly pleased with the terrific creative
they've delivered. What sets this work apart is that the agency was able
to hone in on an authentic consumer insight – friends and family, even
very well-meaning ones, just don't know what to say or how to help when
they learn their friend is coping with a child's drug abuse," said Rebecca Shaw, Director of Advertising and Production for the Partnership for Drug-Free Kids. "Renowned editor and director Angus Wall
was masterful in capturing an intimate moment between two friends,
allowing the viewer to really experience the angst and hopelessness
parents feel when they are in need of help and are unable to find it."
the new work the Partnership helps parents understand that even though
dealing with a child's drug use can be overwhelming, there is help
available. The PSAs are the first to highlight the Partnership for
Drug-Free Kids' new name and logo, unveiled just a few months ago. The
"Real Help" campaign was developed and produced pro-bono by DDB
California, Rock Paper Scissors and A52.
"Parenting has always been a bit competitive. We all want perfect children, but their mistakes can feel like our own," said Jonathan Byrne,
Creative Director for DDB California. "Opening up about drug abuse,
even to a good friend, is an alienating experience. Friends, normally
quick with advice for more trivial matters, just don't know how to help.
The Partnership for Drug-Free Kids wants families struggling with drug
abuse to know that drugfree.org is the place to turn for help. No more awkward silences, just answers."
About the Partnership for Drug-Free KidsThe
Partnership for Drug-Free Kids is dedicated to reducing substance abuse
among adolescents by supporting families and engaging with teens. We
develop public education campaigns that drive awareness of teen
substance abuse, and lead teen-targeted efforts that inspire young
people to make positive decisions to stay healthy and avoid drugs and
alcohol. On our website, drugfree.org, and through our toll-free
helpline (1-855-DRUGFREE), we provide families with direct support and
guidance to help them address teen substance abuse. Finally, we build
healthy communities, advocating for great access to adolescent treatment
and funding for youth prevention programs. As a national nonprofit, we
depend on donations from individuals, corporations, foundations and the
public sector and are thankful to SAG-AFTRA and the advertising and
media industries for their ongoing generosity. We are proud to receive a
Four-Star rating from Charity Navigator, America's largest and
most-utilized independent evaluator of charities, as well as a National
Accredited Charity Seal from The Better Business Bureau's Wise Giving
DDB California:Creative Director: Jonathan ByrneAssociate Creative Director: Tim StierAssociate Creative Director: Todd TaberIntegrated Production Lead: Holly Jane ButlerJunior Integrated Producer: Adrian HernandezFreelance Print Producer: Agnes ArceoNew Business Lead: Kevin WakefieldIntegrated Project Manager: Nicki Krinsky
Rock Paper ScissorsDirector: Angus WallExecutive Producer: Linda CarlsonExecutive Producer: Angela DorianEditor: Austyn DainesProducer: Leah Carnahan
A52 Producer: Lusia BoryczkoColor: Paul CiacconoColor Assist: Chris Riley, Erik RojasColor Producer: Anna Vegezzi Flame Lead: Matt Sousa Flame Artists: Mikey Plescia, Enid Dalkoff Online Lead: Dan EllisOnline: Kevin Stokes Online Assistant: Gabe Sanchez
SOURCE The Partnership for Drug-Free Kids
Katie Beaule [email protected]