CLIENT
Office of National Drug Control Policy
John Walters, Dir. of Office of National Drug Control Policy
Robert Denniston, Dir.- National Youth Anti-Drug Media Campaign
AGENCY
Mach Arom, Sr. Partner- Creative Dir.
Rich Vietri, Sr. Partner- Group Planning Media Dir.
Tricia Eitel, Partner- Sr. Planner
Chris Wall, Executive Creative Dir.
Andy Berndt, Sr. Partner- Creative Dir.
Mark Amorelli, Sr. Partner- Management Supervisor
OgilvyOne Worldwide
SUMMARY
In the fight to combat the escalating numbers of teens who enter into drug-treatment on a daily basis, a strategy was devised to leverage the powerful influence that teens have on their friends decisions to use or not to use drugs. The strategic solution motivated and empowered teens to recognize and accept their moral obligation to intervene on behalf of a friend who uses drugs or alcohol. This campaign increased awareness of the importance of intervening, significantly changed teens' beliefs about stepping in and helping their friends, as well as their ability to do so, and resulted in a spike of traffic to the web-site which provided more detailed information about when and how to intervene successfully.