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Drugfree.org 'Denial' and 'Enabler' Ads Shift Focus to Parents

By: Katherine Vong - Published: • 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. Stats for Parental Awareness PSAs Trending: Older & Chilly
Traction: 1,412 clicks in 151 w
Interest: 0.9 minutes
Concept: Drugfree Org Denial
Related: 70 examples / 54 photos
Segment: Neutral, 18-55
Comparison Set: 26 similar articles, including: heartbreaking anti-child abuse ads, 49 influential psas, and bloody-nosed psas.