Focus groups revealed that teens did not see recreational drugs like marijuana as dangerous, and were unwilling to admit that marijuana use could lead to experimenting with other drugs. Nearly half of the respondents had used marijuana, and 94% knew someone who had tried it.
Brogan developed a creative campaign that focused not on health consequences of recreational drugs, but on the losses that could result: loss of a job, loss of college acceptance, loss of money and friends.
Media tactics included cross-screen video, cable, cinema advertising, Spotify, Pandora, Vevo, YouTube, and Mobile display. Brogan created a dramatic TV spot, “Hailey’s Story,” which dramatized the negative effects of recreational drugs on one young woman.
The campaign led to increased awareness among teens of how drugs could stand in the way of achieving their dreams. “Hailey’s Story” has been viewed over 1.9 million times on YouTube.