partnership for a drug-free america

Don't Sound Like Your Parents

The Challenge: The Partnership for a Drug-Free America has always been known for anti-drug messages, but they want to evolve into a key resource for parents. Because the fact is, a lot of the kids who grew up with their ads are now parents and need help talking to their own kids about drugs.

The Idea: It’s all based on a simple insight that no one wants to be as inept at “the drug talk” as their parents were. To help parents realize they’re much better equipped, we created a 70’s basement where it's ok for kids to sit around and share stories about how square their parents are. It's just that those kids happen to be parents themselves.