VICKERS & BENSON PROMOTES RESPONSIBLE THINKING
By Adnews Staff
Vickers & Benson Advertising Ltd. of Toronto is promoting responsible thought with a new public service announcement created for Alcohol and Drug Concerns Inc. of Toronto. The announcement, which will run nationally until the fall, was created to promote the repositioning of the group and launch its fundraising campaign. Alcohol and Drug Concerns is a national organization that provides programs and services to the public and to industry professionals on alcohol and drug issues. The television PSA is the first time the organization has used television as a medium to communicate its message. The spot is targeted to an adult audience. It features a nine-year-old girl telling a story that an adult might tell about excessive drinking the night before. The spot closes with the words, "So why is it such a great story whenever you tell it?" Previously the organization used print advertising in magazines and trade publications as well as public relations to promote its messages. The PSA project also marks the first time the organization has worked with an advertising agency. PR for the organization is handled in-house.