US Creative Work of the Week: FCB Six creates harrowing PSA for Canada’s Drug Free Kids

Toronto’s FCB Six has created a powerful PSA for Canada’s Drug Free Kids to warn teens about the dangers of driving while high.

The campaign – which was recently featured as The Drum's Ad of the Day – has also been voted by readers as US Creative Work of the Week.

The centerpiece of the campaign is a two-minute film called The Call That Comes After. In the spot, a teenage girl decides to get into the car with her crush even though he’s been smoking pot. While she’s texting in the passenger’s seat, he turns up the radio and zones out for a bit, which causes him to crash into another vehicle. The spot ends with an image of a cracked phone screen that shows frantic texts from the girl’s mother.

What makes this film stand out from the average PSA is that parents who email the video to their kids can trigger customized text messages to send right when their son or daughter is almost finished watching. So while the crash unfolds and the girl’s cracked phone appears onscreen, teens will receive actual text messages from their mom or dad that say things like “Where are you?” and “I’m worried. Please call me.”

Parents can go to thecallthatcomesafter.com to fill out a form that will automatically email the video and subsequently send the texts once their child has started watching. According to FCB Six, the goal of the campaign is to start a conversation between teens and parents about the dangers of high driving.

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.