Partnership For a Drug-Free Canada (PDFC) has selected Union as its agency of record for 2016.
Each year, the non-profit organization selects a new ad agency to work with. Union will take over from Banfield, which created PDFC’s 2015 campaign.
In a release, Marc Paris, executive director of PDFC, said the organization selected Union because of its “excellent reputation and collaborative approach.”
Lance Martin, executive creative director and partner at Union, added, “We are honoured to be PDFC’s Agency of Record for 2016. We’re looking forward to doing some impactful work that will motivate parents to have a tough, but very important conversation with their teens.”
Union will create two pro bono campaigns for PDFC next year including one focused on drug-impaired driving that is set to debut in January. The second campaign will highlight the misuses of prescription drugs by teenagers.
The PDFC has tackled both topics in the past. Last year’s “Silence Can Be Deadly” spot by Banfield took on the topic of driving under the influence of drugs, as did BBDO’s 2014 campaign for the organization.
Earlier this year, the PDFC also ran a campaign encouraging parents to secure their meds in order to keep them out of the hands of their children.
The PDFC’s annual campaigns are supported by donated media from some 40 media partners, totaling $64 million in ad value.
