Cannes Lions

DRUG AWARENESS

OGILVYINTERACTIVE WORLDWIDE, New York / THE OFFICE OF NATIONAL DRUG CONTROL POLICY / 2003

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Summit High" is a breakthrough serial cartoon for the government's Office of National Drug Control Policy. Created for at-risk tweens and teens, Summit High demonstrates refusal skills, reinforces positive consequences of not doing or trying drugs -- and candidly reminds us all the negative consequences of doing drugs. All the time, without being preachy.

In the realistic world of Summit High, the online comic follows five freshman through their first year in high school. The kids are as complex as real kids are today: the kids have history, have hobbies, have flaws, have strengths, have siblings, have enemies. Month-after-month, through episode, character journal and even the school newspaper, we follow the intertwined lives of these friends and the people around them. There's tension, there's joy, there's frustration -- and mistakes. After all, freshman year of high school is anything but simple.

Kids seem to appreciate the honesty and complexity of the characters (from simple respect to the inevitable romantic crushes), the boldness of the story lines and the actionable ideas proposed through the situations and how the characters handled them. Where does it go from here? Tune in.

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