Partnership for Drug-Free Kids and Terri & Sandy Offer Hope For Families Of Children Struggling With Opioid Misuse
By thelaegotist / /
Partnership for Drug-Free Kids launched two campaigns examining the impact opioid addiction has on the families affected by their loved ones’ addiction– a powerful shift for this type of advertising, which typically focuses on the addicts themselves. The work, which offers hope and support for struggling parents and families, was created pro-bono by independent full service agency, Terri & Sandy, and is running nationally across TV, print and out-of-home.
The first campaign, Impossible Questions, examines the many questions parents of addicts are faced with, none of which have easy answers, and many that can divide a family or tear a marriage apart. A :30 television spot directed by Mark Pellington of Washington Square Films dramatizes this struggle as a mother and father poignantly debate topics like whether kicking their son out of the house will be the catalyst to address his substance use, or fuel his addiction.Companion print ads go on to feature questions like, “Should we empty our son’s college fund to pay for rehab?” and “Is giving my daughter money to buy food helping her buy drugs?” All ads direct parents to the nonprofit’s website, drugfree.org, “where families find answers.”
The second initiative, a national and out-of-home campaign entitled Hope Lives, uses cleverly designed copy to turn statements of hopelessness into stories of success. Each pairing inspires parents to “Find Help. Find Hope,” by visiting drugfree.org.
Through both campaigns, Partnership for Drug Free Kids are grabbing the attention of those dealing with a loved one’s addiction in an authentic and empathetic way while positioning drugfree.org as a resource to help empower families with hope, help and practical answers real-world problems. rea
“Terri & Sandy exhibited such passion for this project, and the power of their work was due not only to the beauty with which their campaigns were crafted, but also the depth of the genuine insights on which their concepts were developed,” said Rebecca Shaw, Director of Advertising and Production for Partnership for Drug-Free Kids. “They understood the isolation and helplessness so many parents feel and grew to appreciate the incredible stress that substance use disorders put on the whole family, especially on the parents who so desperately want to help their child.“
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