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BeTheParents.org | “Hey Parents” Media Campaign

Illustration, Motion Design, Outdoor, Radio, TV

BeTheParents.org | “Hey Parents” Media Campaign

Although experts repeatedly warn that it’s dangerous for kids to drink, many parents still don’t give it much thought. They often believe their child wouldn’t drink, or that drinking is a harmless rite of passage. Idaho Office of Drug Policy’s BeTheParents.org campaign wanted to dispel these assumptions by reaching out to parents across the airwaves. We developed a TV and radio PSA campaign called “Hey, Parents” that took a strong “time to listen up” tone. Our primary goals were to make parents understand that this message applies to them—even when they have “good” kids—alert them to the dangers, and empower them to take easy steps to keep their children alcohol-free. Local hip-hop artist Customary voiced the spots and created the sound beds. Billboards reinforced the message for parents across Idaho.

“So refreshing to have a campaign that gets your attention!”

– BeTheParents.org

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