FCB/SIX Targets High Driving Among Teens
FCB/SIX created "The Call That Comes After" to start a conversation between teens and their parents on the dangers of high driving and targets teens on their most beloved and most used device – their phones! The campaign features a customizable video tool which allows parents to send tailored messages to their teenage sons and daughters warning them about the dangers of high driving.
Studies show that driving high nearly doubles the risk of an accident, but a recent study commissioned by Drug Free Kids Canada found that nearly one third of teens believe that driving high is not as risky as drunk driving, while one in four high school seniors say they have ridden in a car with a high driver.
Although parents are speaking more frequently to their kids about drugs, Drug Free Kids Canada’s research showed that over 40% of parents say their conversation lasted only a few minutes or less, which seems to indicate a reluctance to engage in a meaningful conversation. The tool that is being offered with “The Call That Comes After” provides an easy way for parents to get a message across and open the dialogue with just a few clicks.
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