AGENCY
Luke Bailey - EVP, Group Creative Director
Rich Gagnon - EVP, Executive Director, Media
Dana Fiore - Acct. Supervisor
Ted Ellet - SVP, Group Media Director
Tim Queenan - SVP, Executive Director, Digital Strategy
Keith Ross - SVP, Creative Director
Suzanne Santiago, SVP, Group Mgmt. Director
Joe Smith - VP, Mgmt. Director
Steve Schiller - SVP, Sr. Acct. Planner
Tanya White - SVP, Assoc. Rsch. Director
Fleishman-Hillard
SUMMARY
How do you convince teens that drug use is not for them, when pop culture and legalization efforts bombard them with pervasive pro-drug messages? We needed more than a TV campaign; we needed a new, pro-me philosophy for teens. Above the Influence reframed the conversation: drugs weren't the enemy, negative influence was. To get our message out, we spoke in a teen-to-teen voice. And to make it stick, we moved from building awareness to participation. Not only were beliefs and intentions changed, we were shown to effectively reduce drug use.