Partnership for a Drug Free Canada conducts awareness campaign
The Toronto-based Partnership for a Drug Free Canada has begun a new advertising campaign intended to raise awareness among parents of teen addiction to prescription drugs. The campaign, developed by Proximity Canada and BBDO Toronto, makes use of ads attached to mirrors in the restrooms of restaurants. The creative consists of copy below the reflection of the person in front of the mirror. The copy reads: "More and more teens are using prescription drugs to get high. Most of them say they steal them from home. Are you part of the problem?" According to the organization, parents and guardians of teens are usually unaware of their unintentional role in their teens prescription drug use, and the ads are intended to serve as a kind of intervention.