Drugfree.org 'Denial' and 'Enabler' Ads Shift Focus to Parents
Katherinev123 — January 24, 2012 — Lifestyle
References: drugfree.org & adweek
The recently launched Drugfree.org 'Denial' and 'Enabler' advertisements present a fresh spin on the typical drug PSA. Created by Energy BBDO for The Partnership at Drugfree.org, these new spots showcase how a teenager's drug problem isn't the only problem -- a parent's denial or enabling actions are also to blame. Avoiding the problem or enabling one's child can be as powerful and dangerous as the drugs themselves, points out AdWeek.
In the Drugfree.org 'Denial' spot, a teenage boy talks about how his mother is addicted to denial. Although she discovered that her bottle of prescription pills was empty, she refused to believe that her son and his friends could be behind it. In the 'Enabler' ad, a girl tells the viewer about how her mother doesn't mind throwing parties for her friends and actually ignores the underage drinking and drug use.
The ads, which were directed by Phil Joanou Jr., are only one part of Drugfree.org's new campaign. The Partnership and Drugfree.org are also encouraging parents to use its Facebook app to share stories and get support.
In the Drugfree.org 'Denial' spot, a teenage boy talks about how his mother is addicted to denial. Although she discovered that her bottle of prescription pills was empty, she refused to believe that her son and his friends could be behind it. In the 'Enabler' ad, a girl tells the viewer about how her mother doesn't mind throwing parties for her friends and actually ignores the underage drinking and drug use.
The ads, which were directed by Phil Joanou Jr., are only one part of Drugfree.org's new campaign. The Partnership and Drugfree.org are also encouraging parents to use its Facebook app to share stories and get support.
Trend Themes
1. Shift in Parental Responsibility - The 'Denial' and 'Enabler' ads highlight the need for parents to take responsibility for their child's drug problem by addressing denial and enabling behaviors.
2. Empowering Parents in Drug Prevention - Drugfree.org's campaign aims to empower parents by providing support and a platform through their Facebook app to share stories and seek guidance in dealing with their child's drug problems.
3. Alternative Approach to Drug Psas - The innovative ads by Drugfree.org offer a fresh spin on drug PSAs by shifting the focus from the teenager's drug problem to the parent's role in denial and enabling behaviors.
Industry Implications
1. Nonprofit Organizations - Nonprofit organizations can explore opportunities to support parents in addressing denial and enabling behaviors in the context of drug prevention.
2. Mental Health Services - Providers of mental health services can find opportunities to offer specialized support for parents dealing with denial and enabling behaviors in relation to their child's drug problem.
3. Advertising and Marketing - The advertising and marketing industry can learn from Drugfree.org's alternative approach in creating impactful PSAs that convey the importance of parental involvement in addressing drug problems.
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