The Partnership for a Drug-Free Canada (PDFC) has launched a new television PSA alerting parents to the dangers of prescription drug abuse by youth.
The spot, dubbed “Path of the Pill,” is the latest instalment in a multimedia campaign that launched last June and also includes radio, print and online executions about prescription drug abuse and driving while high.
The new PSA traces the path of a pill that eventually leads to the death of a teenage girl, including the doctor who prescribed it, the pharmacist who filled the prescription, the mother for whom it had been prescribed and her teenage son, who stole the pill and passed it on to the girl.
After introducing all of these participants in the chain, the ad moves on to show a car wreck and a police officer who holds up the pill and says, “This is the pill that killed her.”
The PSA references studies that indicate 20% of teens had taken prescription drugs to get high and that three-quarters of them had stolen the drugs from home.
Marc Paris, executive director for Partnership for a Drug-Free Canada, said the campaign, including the new PSA, was designed to raise awareness of prescription drug abuse and impaired driving among parents.
“Drugs and driving is more prevalent now in the teenage age group than drinking,” said Paris. “We’re making parents aware that the medicine cabinet has become the new source of drugs for kids, because it’s free.”
Paris said it is important to spread the message that, in contrast to the beliefs expressed by parents and teenagers in PDFC research studies, taking prescription drugs for recreational purposes is not safer than taking street drugs.
“When we did our first studies with parents, what we found out was that parents were totally oblivious to this whole issue,” said Paris. “We don’t feel (the PSA uses) a scare tactic, but we had to bring the issue right up front. I think we’re hitting the right nerve with this approach.”
The new PSA was developed by BBDO Toronto, one of many advertising agencies that volunteers its services as part of the PDFC, a registered charity organization.
Paris said the PDFC was currently working on a French variation of the spot and hoped to have it available in February.
There has been much debate about whether teens respond to anti-drug messages that emphasize fear and consequences, but will this creative strategy be more effective with parents? Post your thoughts in our comment section.
