Partnership for Drug-Free Kids launched two campaigns along with a TV spot, directed by Mark Pellington, that examine the impact of opioid addiction on families, while offering hope to parents and loved ones. Both campaigns, created pro-bono by New York-based independent agency, Terri & Sandy, break this week and feature a :30 and a :15 television spot, along with multiple print and out-of-home executions.
The first campaign, Impossible Questions, is based on the insight that when a child is struggling with substance use and addiction, parents are faced with questions that have no easy answers. The campaign demonstrates that these questions can often divide a family or tear apart a marriage. A powerful :30 television spot – set to run nationally and locally across broadcast, digital and social media channels – dramatizes this struggle as a mother and father poignantly debate topics like whether kicking their son out of the house will be the catalyst needed to address his substance use, or fuel his addiction.
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