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Partnership for a Drug Free Canada breaks new campaign

The Partnership for a Drug Free Canada has begun an awareness campaign aimed at parents of teenagers to abuse prescription drugs. The initiative, developed pro bono by Toronto-based Immersion Media, consists of television, radio, print and out-of-home advertising. It will run until late spring, when a second phase will begin. The creative incorporates the sound of pills rattling in a bottle as a thematic element. "We focus on branding real life moments into self-repeating messaging platforms," said Rich Padulo, a partner at Immersion Media. "Our approach was to link the regular daily activity of taking meds to the issue of prescription drug abuse via what I call a life moment mnemonic. The mnemonic is anchored in classic visual and audio theory, but it adds the twist that people repeat this moment in daily life. Now, after seeing the spot, every time you touch your meds you will think about the problems they can cause."

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