Cannes Lions
ENERGY BBDO, Chicago / DRUGFREE.COM / 2011
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When a teen starts taking drugs, their personality, mood, and appearance changes. The effects include lack of interest in their favorite activities, defensiveness, dishonesty, lack of respect for family rules, and a change in personal hygiene. Sensations and feelings change much more dramatically than normal. The user may swing rapidly from one emotion to another, and their sense of time and self changes.In short, they can become a total stranger living in your home.Unlike most anti-drug messages that speak to the drug user, the 'Strangers' campaign is directed to the parents of teenagers on drugs.Using real strangers that dress like teens and use teen lingo, this campaign demonstrates that drugs can turn your teen into someone you don't know - and points to the Partnership at Drugfree.org as the place to get help.
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