Drug Free Kids Canada : The call that comes after

Description:

The project is called « The Call That Comes After » and what’s interesting about it is how technology is used to bring the targeted teen into the narrative of the campaign – they receive personalized text message from their parent at a crucial point in watching a customized video. It targets teens on the device they use most – their phones. The goal of the campaign is to start a conversation between the teen and their parent about the dangers of high driving. Studies show that driving high nearly doubles the risk of an accident, but a recent study commissioned by Drug Free Kids Canada found that nearly one third (32%) of teens feel driving high is not as risky as drunk driving, while one in four high school seniors say they have ridden in a car with a high driver. Although more parents are speaking more frequently to their kids about drugs, Drug Free Kids Canada’s research showed that over 40% of parents say their conversation lasted only a few minutes or less which seems to indicate a reluctance to engage in a meaningful conversation. The tool that is being offered with the “CallThatComesAfter” provides an easy opportunity for parents to get a message across and open the dialogue all this with a few clicks.

 

Credits:
Advertising Agency: FCB/SIX, London, UK
Executive Creative Directors: Ian Mackenzie, Krystle Mullin, Graham Tingle
Group Account Director: Vicki Waschkowski
Account Supervisor: Shannon Harvey
Project Manager: Gillian Largey
Lead Developer: Dov Atlin
Campaign Manager: Andrew Yang
Data / Technology: Jacob Ciesielski
President: Andrea Cook
Agency Producer: Kelly Cavanaugh
Media Planning: UM
Director Connection Planning: Cynthia Steele
Production Company: Circle Productions
Executive Producer: Andria Minott
Director / Cinematographer: Jesse Blight
Line Producer: Robbie McNamara
Editorial: School Editing
Editor: Lauren Horn
Executive Producer: Sarah Brooks
Post Production: Red Lab
Executive Producer: Laurie Kerr-Jones
Producer: Pallavi Joshi
Visual Effects Artist: Andy Hunter
Colourist: Jason Zukowski
Music & Sound Design: Vapor RMW
Producer: Ted Rosnick
Casting: Shasta Lutz, Jigsaw Casting