Drug Free Kids Canada: The call that comes after

February 24, 2017Filed under Media and Public Interest, NGO

URL: https://thecallthatcomesafter.com

The project is called "The Call That Comes After" and what's interesting about it is how technology is used to bring the targeted teen into the narrative of the campaign - they receive personalized text message from their parent at a crucial point in watching a customized video. It targets teens on the device they use most - their phones. The goal of the campaign is to start a conversation between the teen and their parent about the dangers of high driving. Studies show that driving high nearly doubles the risk of an accident, but a recent study commissioned by Drug Free Kids Canada found that nearly one third (32%) of teens feel driving high is not as risky as drunk driving, while one in four high school seniors say they have ridden in a car with a high driver. Although more parents are speaking more frequently to their kids about drugs, Drug Free Kids Canada’s research showed that over 40% of parents say their conversation lasted only a few minutes or less which seems to indicate a reluctance to engage in a meaningful conversation. The tool that is being offered with the “CallThatComesAfter” provides an easy opportunity for parents to get a message across and open the dialogue all this with a few clicks.

Advertising Agency:FCB/SIX, London, United Kingdom
Executive Creative Directors:Ian Mackenzie, Krystle Mullin, Graham Tingle
Group Account Director:Vicki Waschkowski
Account Supervisor:Shannon Harvey
Project Manager:Gillian Largey
Lead Developer:Dov Atlin
Campaign Manager:Andrew Yang
Data:Jacob Ciesielski
Technology:Jacob Ciesielski
President:Andrea Cook
Media Planning:Um
Director Connection Planning:Cynthia Steele
Production Company:Circle Productions
Executive Producer:Andria Minott, Sarah Brooks, Laurie Kerr-Jones
Director:Jesse Blight
Cinematographer:Jesse Blight
Line Producer:Robbie Mcnamara
Editorial:School Editing
Editor:Lauren Horn
Post Production:Red Lab
Producer:Pallavi Joshi, Ted Rosnick
Visual Effects Artist:Andy Hunter
Colourist:Jason Zukowski
Music & Sound Design:Vapor RMW
Casting:Shasta Lutz, Jigsaw Casting
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