All My Pills.
The Ask - When most parents think of drugs, they think of illegal contraband: marijuana, cocaine, and heroin, etc. The Office of National Drug Control and Prevention needed our help educating parents. The most common form of drug abuse among teens isn't illegal drug abuse; it's prescription drug abuse.
The Answer - Launch some TV commercials on Super Bowl Sunday. 'All My Pills' features a teen who has stolen a wide variety of prescription drugs from various medicine cabinets in order to get high. This was a tricky brief because we had to get the message to parents without making Rx drug abuse look cool to teenagers.
[CW – Henry Mathieu | AD – Jim Mochnsky]