Toronto – A new campaign by Drug Free Kids Canada (DFK Canada) and FCB/SIX aims to educate teenagers about the dangers of driving while under the influence of drugs.
Parents enter their child’s contact details on the campaign microsite to send a link to the video, which depicts two teenagers travelling in a car while under the influence of marijuana. The car crashes into a truck and the camera switches to a shot of the protagonist’s broken smartphone screen, which displays a series of concerned messages from her mother. The viewer receives a text at the same time, supposedly from their own parent, urging them to not ‘get high and drive’.
Almost one-third (32%) of teenagers believe that that driving after using marijuana is not as risky as drink-driving, and one in four high school students have been a passenger in a car with a high driver, according to a study commissioned by DFK Canada.
Brands such as Johnnie Walker and DFK Canada are using technology to immerse viewers in hard-hitting Faction Marketing campaigns.