There are two conversations that most parents find difficult to broach with their kids – one is sex, the other is drug use.
Since the start of the pandemic, cannabis use has almost doubled in Canada. It is legal for both recreational and medicinal uses there but parents still have to worry about their teens’ use. Many don’t feel equipped to have the conversation.
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.
In its latest campaign from FCB Montréal, Drug Free Kids Canada is reminding parents that there are plenty of tools and an abundance of 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,” explained Sylvain Dufresne, vice-president and creative head of FCB Montréal.
The national campaign, which launched earlier this month is running on TV, billboards, and radio as well as on many digital platforms and other media offered pro bono to the organisation.
“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,” added Chantal Vallerand, executive director of Drug Free Kids Canada.
Client: Drug Free Kids Canada
Client Team: Chantal Vallerand, Nicole Levac & Susan K. Hutt
Agency: FCB Montréal
Creative Director: Sylvain Dufresne
Creatives: Sylvain Dufresne & Jean-Simon Charland
Project Lead: Erin Brown-Vandecruys
Producer: Anick Rozon
Production Company: ALT
Director: Nicolas Fransolet
Post-Production : Post 430
Sound: René-Pierre T. Guérin @ BLVD