Since the start of the pandemic, experts agree that cannabis use has almost doubled in Canada. A statistic that obviously impacts and includes young people. The numbers are worrying to parents who are looking for a way to have a conversation about cannabis with their teens.
But having those conversations can be uncomfortable, tricky, and often come without the grounding of experience. To help concerned parents, Drug Free Kids Canada has created a movement to encourage and support them while provide tips and tools to start an important conversation around the harms of problematic drug use.
But having those conversations can be uncomfortable, tricky, and often come without the grounding of experience. To help concerned parents, Drug Free Kids Canada has created a movement to encourage and help start important conversations around the harms of problematic drug use.
In their latest campaign from FCB, Drug Free Kids Canada is reminding parents that there are plenty of tools and advice available online at www.drugfreekidscanada.org.
“With everything we have been going through over the past year, we wanted to come at this campaign from a positive angle. Our goal was to remind parents that the Drug Free Kids Canada website is the best place to find ways to start that awkward conversation with their teens about cannabis,” explains Sylvain Dufresne, vice-president and creative head of FCB Montréal.
The national campaign, which launched earlier this month, will be deployed on TV, billboards, and radio as well as on many digital platforms and other media offered pro bono to the organization.
“The FCB team pulled out all the stops in creating an effective and positive multichannel campaign that perfectly fulfills our objective of being a reliable resource for parents and teenagers when it comes to talking about cannabis,” adds Chantal Vallerand, executive director of Drug Free Kids Canada.
Drug Free Kids Canada is a Canadian registered charity made up of volunteer private-sector partners and parents from major media, advertising, production, research and corporate industries. We believe that raising awareness and educating parents and youth about substance use can go a long way towards reducing drug and alcohol use and addiction.
- Client: Drug Free Kids Canada (Chantal Vallerand, Nicole Levac, Susan K. Hutt)
- Agency: FCB Montréal
- Creative director:Sylvain Dufresne
- Creative: Sylvain Dufresne, Jean-Simon Charland
- Project lead: Erin Brown-Vandecruys
- Production agency: Anick Rozon
- Production: ALT
- Director: Nicolas Fransolet
- Post-production :Post 430
- Sound: BLVD (René-Pierre T. Guérin)