Partnership for a Drug-Free America

Role // Digital Art Direction & Design

Parents don't know how to talk to their kids about drugs and often do more harm than good, moralizing instead of informing. Partnership For a Drug Free America wanted a 360 campaign that directed parents to their site, where they could find helpful information on how to talk to kids about drugs.

We created the character Patsy, a well-intentioned, high-energy mother who uses over-the-top methods to go to any length to keep her kids from using drugs and alcohol. Patsy was the star of a series of home videos created to steer parents toward the right way to talk to their kids about drugs. These videos were seeded anonymously for the first week of the campaign, then branded with our message once they'd gained enough attention and anger from experts.

View the spots here.