Anti-drug campaign gets reflective about prescription drugs

Partnership For A Drug Free Canada says the non-medical use of prescription drugs is on the rise among Canadian teenagers. The organization is literally getting in people’s faces with a new campaign to combat this trend. With help from Proximity Canada and BBDO Toronto, Partnership for a Drug Free Canada put the ads on select […]

Partnership For A Drug Free Canada says the non-medical use of prescription drugs is on the rise among Canadian teenagers. The organization is literally getting in people’s faces with a new campaign to combat this trend.

With help from Proximity Canada and BBDO Toronto, Partnership for a Drug Free Canada put the ads on select transit shelters and restaurant bathrooms across Toronto, spreading the message that more  kids are stealing prescriptions from their family medicine cabinets.

Rene Rouleau, creative director at Proximity Canada, said many parents don’t realize this is happening, and the campaign is meant to wake them up.

The ads are shown as a mirror reflection with the words “Drug Dealer” displayed beneath the consumer’s reflected image. It’s an intense statement, said Marc Paris, executive director of Partnership for a Drug Free Canada, but it will make people pay attention.

“We are focused on having very impactful messages,” he said. “We have to shake parents out of this ‘it’s not my kid’ syndrome. We have to be very intense and almost interruptive.”

In a recent survey from the Centre for Addiction and Mental Health, 20% of surveyed teens said they’d taken prescription drugs to get high, and 75% of those said they stole the drugs from home.

The mirror and transit shelter ads will remain in various Newad and Zoom Media-managed spaces for another four weeks.

Brands Articles

Telus delivers custom pizzas to Game of Thrones fans

The brand's using the popular HBO show to promote its cable service, Telus Optik

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette

On The Move: New hires at RBC, Match and North Strategic

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

Managing Digital: Mondelez Canada’s Janine Keogh

Marketing VP says the key to digital is to remain curious and experiment

Canada’s Hottest Ads – The GoPro and Samsung show

Diego Bertagni and Joshua Stein are scratching their heads at the latest Top 10

Ontario confirms beer will be sold in grocery stores

Province hosting a pilot project to sell 12-packs of beer in LCBO stores

Tourisme Montréal kisses its old branding goodbye

New logo signals a change in marketing strategy that takes a "younger approach"

Canadian Football League hires new director of communications

Paulo Senra joins the CFL from the Canadian Olympic Committee

Simons CEO Peter Simons on the department-store wars

"We’re not Starbucks—there will be a limit to how many stores we build"