| Заголовок | Leave Me Alone |
| Агентство |
Havas New York
|
| Кампания |
What Kids Say - PDFA
|
| Рекламодатель |
Partnership for a Drug-Free America
|
| Бренд |
Partnership for a Drug-Free America
|
| Дата первой трансляции/Публикации |
2002 / 9
|
| Бизнес сектор | Антинаркотические/антиалкогольные/антитабачные заявления
|
| Слоган | Talk, Know, Ask, Parentsthe Anti Drug |
| История | "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. |
| философия | 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. |
| Проблема | 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.) |
| Тип медиа |
На открытом воздухе / вне дома
|
| Рынок | United States |
| Исполнительный креативный директор |
Phil Silvestri
|
| Креативный директор |
Rich Roth
|
| Арт-директор |
Dave Leinwohl
|
| Копирайтер |
Margaret Elman
|
| Фотограф |
Martin Schoeller
|
