Client

The Partnership for Drug-Free Kids

Problem

How could we raise teens’ awareness of how negative influences could control their decision-making?

Execution

TV

As a teen, one of the hardest parts of standing up against negative influences is simply recognizing when they’re affecting you, so our TV campaign was designed to help raise teens’ awareness of when and how negative influences could control their decision-making. 

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We shot it with a technique being used by teens on Vine and partnered with a young director from the platform to bring them to life. The result was “Who Controls You,” a campaign that showed just how negative influences can manipulate teens to make decisions they might not normally, without them even realizing it.

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