The Partnership for Drug-Free Kids Collaborates with DDB California on New Campaign That Offers Parents "Real Help"

NEW YORK, April 8, 2015 /PRNewswire-USNewswire/ -- The Partnership for Drug-Free Kids, a national nonprofit working to reduce substance abuse among adolescents by supporting families and engaging with teens, is collaborating with DDB California on a new, integrated creative campaign that includes TV, print and radio public service announcements (PSAs). The ads are part of a campaign called "Real Help," and are geared toward parents of teens and young adults who have been impacted by substance abuse or addiction. The TV spots were directed by two-time Oscar®-Winner Angus Wall, who edited blockbuster films like "The Girl with the Dragon Tattoo," "The Social Network" and "The Curious Case of Benjamin Button."

The "Real Help" campaign is comprised of three :30 TV spots (Awkward Silence, Just a Phase, Embrace), one :15 TV spot (Awkward Silence), two print ads (Awkward Silence, Hug) and one :30 radio spot (Awkward Silence).

The unifying theme of the creative work is the search for answers and compassion by parents who are faced with their child's substance abuse. Friends want to be supportive, but many don't know what to say and just aren't equipped to offer real help. The new PSAs stress that parents and families can find the help, resources and support they need from the Partnership for Drug-Free Kids. The spots close with: "Most people don't know what to say about drugs. But we do. Visit us at drugfree.org."   

"We are thrilled to partner with DDB California on this impressive campaign, and we are incredibly pleased with the terrific creative they've delivered. What sets this work apart is that the agency was able to hone in on an authentic consumer insight – friends and family, even very well-meaning ones, just don't know what to say or how to help when they learn their friend is coping with a child's drug abuse," said Rebecca Shaw, Director of Advertising and Production for the Partnership for Drug-Free Kids. "Renowned editor and director Angus Wall was masterful in capturing an intimate moment between two friends, allowing the viewer to really experience the angst and hopelessness parents feel when they are in need of help and are unable to find it."

Through the new work the Partnership helps parents understand that even though dealing with a child's drug use can be overwhelming, there is help available. The PSAs are the first to highlight the Partnership for Drug-Free Kids' new name and logo, unveiled just a few months ago. The "Real Help" campaign was developed and produced pro-bono by DDB California, Rock Paper Scissors and A52.

"Parenting has always been a bit competitive. We all want perfect children, but their mistakes can feel like our own," said Jonathan Byrne, Creative Director for DDB California. "Opening up about drug abuse, even to a good friend, is an alienating experience. Friends, normally quick with advice for more trivial matters, just don't know how to help. The Partnership for Drug-Free Kids wants families struggling with drug abuse to know that drugfree.org is the place to turn for help. No more awkward silences, just answers."

About the Partnership for Drug-Free Kids
The Partnership for Drug-Free Kids is dedicated to reducing substance abuse among adolescents by supporting families and engaging with teens. We develop public education campaigns that drive awareness of teen substance abuse, and lead teen-targeted efforts that inspire young people to make positive decisions to stay healthy and avoid drugs and alcohol. On our website, drugfree.org, and through our toll-free helpline (1-855-DRUGFREE), we provide families with direct support and guidance to help them address teen substance abuse. Finally, we build healthy communities, advocating for great access to adolescent treatment and funding for youth prevention programs. As a national nonprofit, we depend on donations from individuals, corporations, foundations and the public sector and are thankful to SAG-AFTRA and the advertising and media industries for their ongoing generosity. We are proud to receive a Four-Star rating from Charity Navigator, America's largest and most-utilized independent evaluator of charities, as well as a National Accredited Charity Seal from The Better Business Bureau's Wise Giving Alliance.

Creative Credits:

DDB California:
Creative Director: Jonathan Byrne
Associate Creative Director: Tim Stier
Associate Creative Director: Todd Taber
Integrated Production Lead: Holly Jane Butler
Junior Integrated Producer: Adrian Hernandez
Freelance Print Producer: Agnes Arceo
New Business Lead: Kevin Wakefield
Integrated Project Manager: Nicki Krinsky

Rock Paper Scissors
Director: Angus Wall
Executive Producer: Linda Carlson
Executive Producer: Angela Dorian
Editor: Austyn Daines
Producer: Leah Carnahan

A52
Producer: Lusia Boryczko
Color: Paul Ciaccono
Color Assist: Chris Riley, Erik Rojas
Color Producer: Anna Vegezzi 
Flame Lead: Matt Sousa  
Flame Artists: Mikey Plescia, Enid Dalkoff 
Online Lead: Dan Ellis
Online: Kevin Stokes 
Online Assistant: Gabe Sanchez

SOURCE The Partnership for Drug-Free Kids

Related Links

http://www.drugfree.org