Partnership for a Drug Free Canada selects Banfield Agency

New agency brings large-scale PSA campaign forward

Ottawa’s Banfield Agency is set to create a new public service campaign warning of the dangers of driving under the influence of drugs for the Partnership for a Drug Free Canada (PDFC).

The agency announced Tuesday that it has been selected following a “brief search” to handle the pro bono account. The agency will pick up on the PDFC’s first high driving campaign, created by BBDO Toronto, launched last winter.

Like that campaign, Banfield’s January 2015 work will aim to build awareness about impaired driving (particularly the effects of marijuana) among parents of young drivers. A PDFC-commissioned study found marijuana is among the top drugs used by fatally injured drivers.

In a release PDFC, executive director Marc Paris said the group was looking for an agency that “carried the same passion as [the PDFC] for the cause of preventing teen drug abuse.”

“Banfield has the expertise and experience to continue the fabulous pro bono work provided by our previous agencies” he said.

PDFC work from BBDO Toronto

The campaign is one of the largest PSA initiatives in Canada. Each month the group’s donated media space accounts for $1.2 million in ad spend.

With the previous high driving campaign having come to a close, the group is currently running a campaign in partnership with Shoppers Drug Mart and Pharmaprix that focuses on returning unused and expired medications to pharmacies.

Advertising Articles

On The Move: Additions at Ketchum and Zulu Alpha Kilo

A weekly update of who's headed where in Canadian marketing and communications

Fuse livens things up for clients with new division

Toronto agency blends social and experiential under new brand

MEC goes for good times in new campaign

Creative focuses on fun, outdoor experiences with friends and family

Toronto culinary experience brings new credit card to life

Pomp & Circumstance promote CIBC/Air Canada card to media and influencers

The Body Shop pops up in Yorkville

Retailer testing new storytelling installations at pop-up store

CFL partners with EA on in-game content

Partnership places current and legendary CFL players inside Madden NFL Mobile

Media Innovation Awards 2016 shortlist — Part 1

Nominees in Best Use of Content, Best Use of Digital Channels and Niche Marketing

Kia Cubed

New experiential initiative aims to shift consumer perceptions of Korean automaker

Enbridge wants customers to pass the smell test

Utility company goes scratch-and-sniff route to help customers identify gas leaks