| Titre | Get Off my Back |
| Agence |
Havas New York
|
| Campagne |
What Kids Say - PDFA
|
| Annonceur |
Partnership for a Drug-Free America
|
| Marque |
Partnership for a Drug-Free America
|
| Date de première diffusion/publication |
2002 / 9
|
| Secteur d'activité | Lutte contre la drogue, l'alcool, le tabac
|
| Slogan | Talk, Know, Ask, Parentsthe Anti Drug |
| Synopsis | "What Kids say" isn't always "what they mean"; an important concept when trying to parent your teens through the difficult years when they start to encounter drugs. |
| Philosophie | We wanted to address this very real experience of conflict between parents and teens; teens telling their parents to quit bugging them. By also showing how kids really think (they appreciate boundaries and parents who look out for them even as they are beginning to assert their independence), the ads let parents know that it's okay to act like parents. Strong parenting is the anti-drug. |
| Problème | The reality is that kids whose parents stay on top of their social lives are less likely to try drugs. The problem is that during the rebellious teen years, parents often don't want to probe too hard for fear of alienating their kids - or fear of not being a "cool" parent (a by-product of the baby boomers attitudes.) |
| Type de média |
Affichage
|
| Marché | Etats-Unis |
| Directeur de la création |
Phil Silvestri
|
| Directeur de création |
Rich Roth
|
| Directeur artistique |
Dave Leinwohl
|
| Concepteur / rédacteur |
Margaret Elman
|
| Photographe |
Martin Schoeller
|
