The Partnership for a Drug-Free America (PDFA) works to reduce illicit drug use. Their research shows that kids who learn about the risks of drugs from their parents are up to 50% less likely to abuse drugs. But it also shows that parents are not talking to their kids about drugs. PDFA developed TimeToTalk.org, an online resource centre designed to help parents start the conversation. Our task was to reach parents and guide them to the site.

Empathize with the difficulty of the parent's task of talking to their teen about drugs. But also state just how important those conversations with kids are. Use a combination of empathy, humour and dramatic visuals to engage with parents. Then dramatize that the choice is not between talking or saying nothing, it’s between saying nothing and visiting TimeToTalk.org for help and advice.

Campaign met the annual goal within 14 weeks, with 1,462,920 visits to the site and 9,089 new registrants (year-end goal was 8,000). The lead PDFA client, Rebecca Shaw, wrote 'The intelligence, creativity and professionalism of the entire group were apparent throughout...I have no doubt this campaign will continue to drive traffic to TimeToTalk.org and play a critical role in helping parents keep their kids drug-free.' Also, Sarah Roberts Horn at the National Association of Broadcasters called the related DRTV spot 'one of the most powerful PSA's that we have ever seen.'