Parental influence can be profoundly positive or negative on a youngster. The former good karma played a role in a campaign depicting the pitfalls of lax, misguided child-raising as Phil Joanou Jr. of MJZ directed two spots for The Partnership at Drugfree.org out of Chicago agency Energy BBDO.
Joanou carries on in the positive path started by his dad, Phil Joanou, the late, highly regarded ad man who is credited with having a major hand in the launch of The Partnership for a Drug-Free America in 1986. It was the elder Joanou’s idea that the disciplines of marketing could be used effectively over time to help “unsell” illegal drugs by building awareness of the risks and danger in using them. At the time, Joanou was chairman of Dailey & Associates in Los Angeles.
Joanou Jr. now puts his directorial touch on two :30s which demonstrate how parents’ emotions–avoidance, fear, enabling, shame–are just as powerful and detrimental as drugs themselves.
In this week’s “Best Work” entry, “Denial,” we open on a teen boy who relates, “I was in junior high the first time I caught my mom using denial.”
As we see the mother holding a nearly empty pill bottle, her son continues, “She had to have known her painkillers were missing because I kept stealing them.”
Next, we see the teen and a girlfriend in his room sifting through assorted pills. Mom comes in and clearly sees the drugs but ignores what’s going on. “You kids have fun,” she says as she leaves to run some errands.
“Her denial was so out of hand, it was like I could get away with anything,” continues the lad. “She was addicted to denial.”
Against the backdrop of a pill bottle carrying a label reading “Denial,” a voiceover concludes, “Denial is a drug. Get help at The Partnership At Drugfree.org.
In the second PSA, “Enabling,” a girl explains how her mother would rather be a buddy to her and her friends than a parent. The spot shows the mom hosting an underage party at their home and later turning a blind eye to teens engaging in drug and alcohol use. A label on a bottle of alcohol reads, “Enabling,” underscoring that this abdication of responsibility can too be an addiction for a misguided parent.
Source of pride “I am so proud to have been asked to be a part of this campaign,” Joanou, Jr. shared. “Not only because it has special meaning to me in terms of my father’s involvement in the forming of The Partnership 25 years ago, but because I truly feel that the message inside these stories could make a difference. It’s been an incredible experience from start to finish.”
Rebecca Shaw, VP, director of creative development at The Partnership at Drugfree.org, noted, “While parenting styles can differ wildly, Energy BBDO successfully tapped into a core consumer insight which will no doubt capture the attention of viewers. Many parents question how best to confront their teen’s drug use, even when it’s right in front of them. These ads don’t shy away from highlighting the important role parents play in stopping (or permitting) use by their kid. Based on the incredibly positive feedback we’ve already received, we know this campaign is a great example of the power of honest, insight-driven advertising.”
Providing resources The campaign also includes radio and print ads, as well as a corresponding Facebook app created as a resource for parents, enabling them to share stories, get help and to find encouragement to intervene.
Parents can find further info and support at Time To Get Help (timetogethelp.drugfree.org), a website and online community offering answers to questions about adolescent alcohol and drug abuse, dependence and addiction as well as treatment options for children and their families, and access to help from top experts and other parents who have the voice of experience.
