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Drug Free Kids Canada breaks online campaign

Drug Free Kids Canada has begun an online campaign called "The Call That Comes After," intended to raise awareness of the risks of driving while under the influence of drugs. Developed pro bono by FCB Six of Toronto, the campaign is based on a website at <>. Parents can visit the site to create a customized video aimed at their teenaged child. Parents also submit their child's name and mobile phone number. The video is then sent to the child. It depicts a group of teenagers smoking marijuana and then driving, resulting in a crash. This is followed by images of text messages from parents asking if their children are okay. At this point, the same text messages will begin appearing on the child's phone.

"We delivered on the client's objectives by integrating all digital communications into one platform," said Ian Mackenzie, executive creative director at the agency. "Data capture allowed us to bring real-time personalization to each recipient, using it to render each video with a highly personalized and targeted message, and to integrate video, email, online and SMS into one seamless experience."

The campaign will run through June. Media planning is being handled by UM.

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