EMOTIONAL DRUGS by Energy BBDO Chicago for The Partnership at Drugfree.org

EMOTIONAL DRUGS

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Industry Against Drugs
Media Print, Magazine & Newspaper
Market United States
Agency Energy BBDO Chicago
Executive Creative Director Kevin Lynch
Art Director Krystyn Campbell
Copywriter Jennifer Di Giorgio
Account Supervisor Meredith Haidle
Released February 2012

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: DRUGFREE.ORG
Product/Service: DRUGFREE.ORG
Agency: ENERGY BBDO
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Executive Creative Director: Kevin Lynch (Energy BBDO)
Copywriter: Jennifer Di Giorgio (Energy BBDO)
Art Director: Krystyn Campbell (Energy BBDO)
Account Supervisor: Meredith Haidle (Energy BBDO)
Media placement: "Denial" TV - Network TV - December 19, 2011
Media placement: "Enabling" TV - Network - December 19, 11
Media placement: Banners - Social Media - January 1, 2012
Media placement: Print ads - Star Magazine, People, New York Magaizine - February 6, 2012
Media placement: Application - Facebook - February 18, 2012

Describe the objective of the promotion.
Our charge was to build awareness of The Partnership at Drugfree.org as a highly effective resource for parents to reduce drug and alcohol abuse among teens and young adults. So we grabbed parents’ attention by putting the onus on them and their own emotional addictions as the fuel behind their teens’ drug use. We sparked conversation about a different kind of addiction: an addiction to Emotional Drugs.

Describe how the promotion developed from concept to implementation.
This concept was explained through two national TV spots in which the audience hears teens’ firsthand accounts of their parent’s devastating addiction.

To shine a light on the far-reaching effects of Emotional Drugs, the Partnership at Drugfree.org solicited participation from family members and friends across the country. Banner polls and print ads led viewers to tell their own story via the Emotional Drugs Facebook app, and send anonymous “interventions” to a friend in need of help with Emotional Drugs. These stories helped to solidify this very real addiction, and provoke nationwide conversation about the effects of Emotional Drugs.

Explain why the method of promotion was most relevant to the product or service.
Most work from the Partnership at Drugfree.org is known for talking to teens. The strength of this campaign is that it flips the message to speak to parents about their own addictions instead. It shines a light on a different problem that lies behind teen drug use: parents’ emotional addiction to denial, enabling or fear. Based on responses from many of the parents that engaged with this campaign, the work was able to break through the clutter and spark new ways of thinking about teens and drug use and new solutions to this very real problem that families face.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign is pacing well with 20.6% of impressions goal achieved through week 4 of the campaign. Click and ReTweet rates are above 140 Proof averages demonstrating the targeting and creative is speaking to its desired audience. After one month, CTR was 25% above average of 0.48% and the RPM Rate is 1.93 times above average.

The insight also resonated with viewers; “I’ve just seen the new “Denial” and “Enabling” commercials on CNN this morning. Well done! I’ve known some of those parents, and I vow to my children now, I will not be one. Thanks for all you do.”