Horrific crashes. Mangled vehicles. Broken families left to pick up the pieces. All are images that have been used in anti-drunk and high driving PSAs over the years – yet one of the biggest challenges for advocacy groups is convincing the intended target the message applies to them.
Drug Free Kids Canada is hoping to change that perception with “The Call That Comes After,” an immersive transmedia experience created by FCB/SIX that combines online elements with a real-world mobile component that shockingly – and unexpectedly – drives home the dangers of high driving.
Running through June, the pro bono campaign is intended to start a conversation between parents and teens about the dangers of driving high, using a device central to teens’ lives: their phone.
The journey begins at TheCallThatComesAfter.com, where parents create a custom video for their teen. They are asked to input their child’s name and mobile number, as well as the name or nickname they use for a parent on their mobile device (eg: “mom”).
A video is then sent to the intended recipient (their teenage child), showing a group of likeable teens that make the fateful decision to drive after smoking marijuana. The video culminates with a crash, followed by a series of frantic texts from a parent asking if they are okay.
The message then makes an unexpected jump to real-life as the same increasingly frantic messages begin appearing on the teen’s phone, abruptly transforming them from a passive viewer to an active participant in the narrative. The synchronicity of the user experience is achieved through the unprecedented integration of five technology platforms: IBM’s Marketing Cloud, Oracle Marketing Cloud, SMS, YouTube and an on-demand video rendering engine.
Studies show that driving high nearly doubles the risk of an accident, but a recent study commissioned by DFK Canada found that nearly one third (32%) of teens feel driving high is not as risky as drunk driving, while one in four high school seniors say they have ridden in a car with a high driver.
“Starting a conversation is the most important step parents can take toward helping their children make better life choices,” says Drug Free Kids’ Executive Director, Marc Paris. “Education and ongoing communication are essential.”
The Canadian Association of Chiefs of Police Drug Abuse Committee supports this campaign. “Recent studies have shown that youth do not believe drug impaired driving poses the same risks as driving under the influence of alcohol,” says Mike Serr, Co-Chair, of the Drug Advisory Committee. “As we move towards legalizing marijuana it is more important than ever to correct this misconception. We applaud Drug Free Kids Canada’s innovative campaign which will generate dialogue and awareness on this important issue.”
“Research shows that parents are one of the biggest influence on their kids when it comes to drug abuse, so we took an approach of reaching out to parents directly to help get the message to their kids, with an innovative use of technology that we thought would best grab their kid’s attention,” adds Vicki Waschkowski, Managing Director, FCB/SIX.
The 6.2 million member Canadian Automobile Association (CAA) is also pleased to support this campaign. “It’s important that kids get the message that driving high can wreck lives,” says Jeff Walker, vice-president of public affairs for CAA. “This campaign combines two of the major influences in teens’ lives – social media and their parents – to bring that home.”
This project is the embodiment of technology-driven 1:1 work that FCB/SIX believes is the future of advertising. “We delivered on the client’s objectives by integrating all digital communications into one platform,” says Ian Mackenzie, Executive Creative Director, FCB/SIX. “Data capture allowed us to bring real-time personalization to each recipient, using it to render each video with a highly personalized and targeted message, and to integrate video, e-mail, online and SMS into one seamless experience.”
Posted above is a sample of the customizable video that is sent to the teen.
About Drug Free Kids Canada
Drug Free Kids Canada is a private sector, non-profit organization that creates and disseminates drug education and prevention messages with the help of their partners in advertising, research and media. DFK also offers parents tools and practical tips on how to start the dialogue at www.drugfreekidscanada.org
FCB/SIX (www.fcbsix.com) is FCB’s data first creative group. FCB/SIX specializes in developing omni-channel communications that leverage technology and data to deliver meaningful 1:1 interactions and engagement. Bringing together creativity with automation, FCB/SIX helps their client partners transform marketing cost-centers into profit-centers. FCB/SIX is part of the FCB Canada group of companies.
Project: The Call That Comes After
Client: Drug Free Kids Canada
Executive Director: Marc Paris
Executive Creative Director: Ian Mackenzie
Associate Creative Director: Krystle Mullin
Associate Creative Director: Graham Tingle
VP, Group Account Director: Vicki Waschkowski
Account Supervisor: Shannon Harvey
Project Manager: Gillian Largey
Lead Developer: Dov Atlin
Campaign Manager: Andrew Yang
VP, Data & Technology: Jacob Ciesielski
President: Andrea Cook
Agency Producer: Kelly Cavanaugh
Media Planning: UM
Director Connection Planning: Cynthia Steele
Production Company: Circle Productions
Executive Producer: Andria Minott
Director / Cinematographer: Jesse Blight
Line Producer: Robbie McNamara
Editorial: School Editing
Editor: Lauren Horn
Exec. Producer: Sarah Brooks
Post Production: Red Lab
Executive Producer: Laurie Kerr-Jones
Producer: Pallavi Joshi
Visual Effects Artist: Andy Hunter
Colourist: Jason Zukowski
Music & Sound Design: Vapor RMW
Producer: Ted Rosnick
Casting: Shasta Lutz, Jigsaw Casting