Partnership for a Drug-Free America

The Brief: Help parents who avoid talking to their kids about drugs for fear of awkwardness and embarrassment.

The Idea: You don't have to sound like your parents.

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Social/Minisite

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.