Partnership for a Drug-Free America
The Brief: Help parents who avoid talking to their kids about drugs for fear of massive awkwardness.
The Idea: You don't have to sound like your parents.
We launched the campaign on CafeMom.com and asked the community for real stories of awkward drug talks.
Then we pulled those stories into an entertaining, educational minisite, alongside home-movie-style comedy videos and some helpful new tools for parents.