Because of the perceived “innocence” of prescription drugs, parents often don’t even know this is happening, or worse – they deny the possibility. Rather than just telling them, we wanted to show parents that, by not being aware, they could be playing a role in their kids’ drug use.

As we all know, the best ads are the ones that truly draw the person in. This ad not only draws the person in, but the ad is not even complete until the person participates. And by filling in the visual, that person gets the message specifically directed at them.

• Thousands exposed to the piece firsthand in select restaurants frequented by our target

• National PR coverage (Applied Arts, Marketing Magazine)

• Over 100,000 Twitter/Facebook impressions (the piece was tweeted and retweeted, liked, shared and commented on)

• Over 200,000 earned impressions nationwide