DDB New York and Drugfree.org partner to launch 'Damaged Circuits' campaign

The TV spot will air in the US this week in 15 and 30 second versions. It depicts both the physical and cognitive damage that occurs to young people’s brains as a result of substance abuse. As the teenager talks, his appearance slowly begins to deteriorate, his speech begins to slow and his attention begins to wander, ultimately showing the effect of substance abuse on the brain.

Commenting on the campaign, Rebecca Shaw, director of advertising and production for The Partnership at Drugfree.org said: “The drug issue today is far more complicated than it was 25 years ago when we aired our iconic PSA that depicted a fried egg and asked ‘…This is your brain on drugs. Any questions?’ Leveraging that equity, we’re now able to provide answers because we know so much more about the effects of drug use on the brain and the impact on a child’s development, particularly memory and learning.'

She continued: “DDB successfully captured that in a visual way that’s both shocking, yet brilliantly subtle. It makes you realise how a teen’s drug use can get out of control right before your eyes.”

Other integral parts of the new campaign include print and banner PSAs. The creative pieces display a blinking neon sign connected by circuits to an image of a brain that reads: “Damaged circuits from teen drug abuse can impair motivation and memory. If you think your teen is using drugs, don’t wait. The signs are there. So is our help.”

Matt Eastwood, chief creative officer of DDB New York, added: “The Partnership has a strong history of powerful work that, without doubt, has helped save many lives. So it was with great pride that DDB New York signed on to create the next campaign. The beauty of DDB New York’s TV spot is its subtlety. It sneaks up on you, like drug addiction, and before you know it the young man in the spot has transformed right in front of you. You don’t see it happening, yet the change is remarkable. It’s haunting.”