Under the influence
The Call That Comes After by DFK Canada and FCB/SIX, Toronto

Under the influence

Toronto – A new campaign by Drug Free Kids Canada aims to educate teenagers about the dangers of driving while under the influence of drugs.

Article/20907 ca4
The Call That Comes After by DFK Canada and FCB/SIX, Toronto

Toronto – A new campaign by Drug Free Kids Canada (DFK Canada) and FCB/SIX aims to educate teenagers about the dangers of driving while under the influence of drugs.

  • The Call That Comes After is designed to spark a constructive dialogue about drugs between teenagers and their parents
  • The interactive video focuses on marijuana but the wider campaign highlights the risks associated with all drugs, including prescription medication

Parents enter their child’s contact details on the campaign microsite to send a link to the video, which depicts two teenagers travelling in a car while under the influence of marijuana. The car crashes into a truck and the camera switches to a shot of the protagonist’s broken smartphone screen, which displays a series of concerned messages from her mother. The viewer receives a text at the same time, supposedly from their own parent, urging them to not ‘get high and drive’.

Almost one-third (32%) of teenagers believe that that driving after using marijuana is not as risky as drink-driving, and one in four high school students have been a passenger in a car with a high driver, according to a study commissioned by DFK Canada.

The Big Picture

Brands such as Johnnie Walker and DFK Canada are using technology to immerse viewers in hard-hitting Faction Marketing campaigns.

Discover More News
The Trend: Skintellectual Bodycare

News

The Trend: Skintellectual Bodycare

Bodycare is getting an upgrade, driven by consumer demand for science-backed, active and ingredient-led products and treatments that contribute to ...
Beauty : Skincare : Longevity
The Big Idea: India’s Beauty Playground

News

The Big Idea: India’s Beauty Playground

To tap into India’s booming beauty market, global and local brands are using skincare-infused make-up, men’s grooming innovations and localised mar...
Beauty : Retail : Indian Beauty Market
The Campaign: Colgate champions smile diversity with The Beauty of Gaps campaign

News

The Campaign: Colgate champions smile diversity with The Beauty of Gaps campaign

Colgate is challenging beauty standards and celebrating smile diversity with its latest campaign, My Smile is My Superpower.
Beauty : Diversity : Health And Wellness
The Viewpoint: Embracing True-Age Beauty in China

News

The Viewpoint: Embracing True-Age Beauty in China

Sue Kyung Lee, global CEO of beauty brand SK-II, tells LS:N Global why its recent ad campaign in China sparked passionate discussions about how wom...
Beauty : China : Ageing
The Space: Liberty's Fragrance Lounge

News

The Space: Liberty's Fragrance Lounge

On 15 March 2024, luxury department store Liberty opened The Fragrance Lounge, its new innovative space redefining how scents are discovered a...
Beauty : Retail : Fragrance
Download the Future Forecast 2025 report

News

Download the Future Forecast 2025 report

Now that you know what shaped 2024, discover what’s on the horizon. Download our Future Forecast 2025 report comprising 50 new trends across 10 key...
Future Forecast
The Trend: AI Edu-play-tion

News

The Trend: AI Edu-play-tion

In our AI Edu-play-tion microtrend report, we talk to the innovators using generative artificial intelligence to re-imagine screen-free educational...
Technology : AI Education : Gen Alpha
The Big Idea: Five brands shaping the future of voice-activated AI wearables

News

The Big Idea: Five brands shaping the future of voice-activated AI wearables

A significant shift towards touchless devices is playing out in the technology industry, driven by increased commercialisation and accessibility of...
Technology : Voice-Activated AI : Wearable Tech Innovations
The Campaign: Camdom is the world’s first digital condom for safer intimacy

News

The Campaign: Camdom is the world’s first digital condom for safer intimacy

This Sexual Health Awareness Month (September 2024), condom brand Billy Boy and creative agency Innocean Berlin unveiled Camdom, an app that acts a...
Technology : Camdom App : Digital Condom
The Viewpoint: How to master AI

News

The Viewpoint: How to master AI

AI was on everyone’s lips in 2023 as the curiosity about large language models – from individuals and businesses – grew significantly.
Technology : AI Adoption : Mastering AI
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN