Partnership for a Drug-Free America - Parent Outreach

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.

Banners:

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.

Case Study Video: