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the vox collective this week launched a public service announcement campaign seeking to inform Hispanic parents about the dangers of marijuana use among teenagers and urging them to talk to their kids about the risks of drug use. The campaign was created for the Office of National Drug Control Policy’s (ONDCP) National Youth Anti-Drug Media Campaign, in conjunction with the Partnership for a Drug-Free America.
The campaign, part of the ONDCP’s overall “anti-droga” communication platform seeks to address worrying data regarding Hispanic drug use. A recent study revealed that one in ten Hispanic eighth graders reported using marijuana, and according to the Hispanic Teens & Drugs Report from the National Youth Anti-Drug Media Campaign (September 2007), Hispanic teens in all grades use marijuana more than any other drug. In addition, Hispanic teens’ use of cocaine, heroin, and methamphetamine currently outpaces other students.
“These ads provide counsel and empowerment tools to a growing base of Latino parents challenged by the strong responsibility of raising teenagers while juggling the challenges of work and family,” states Veronica Villalpando, Managing Director of the vox collective. “These parents want the best for their kids but sometimes lack the communication tools to get through to them.”
“The ads are meant to be thought-provoking, and are designed to get parents talking to their kids about the dangers of marijuana use. The campaign offers a straight forward look at Latino family realities, no sugar added,” comments Susan Jaramillo, Chief Creative Officer at the Vox Collective.
The television spots, shot in New York and directed by Argentine director Alejandro García Del Río of Washington Square Films, highlight the close-knit nature of many Latino families. The ads also emphasize the fact that many families fail to discuss issues like substance abuse, and thus leave young people vulnerable to misinformation and the influence of others.
The print executions were shot by well-known photographer Danielle Levitt. The campaign challenges the notion of the stereotypical “dealer,” by featuring sweet and innocent “kids next door” with bold headlines such as “I share pot during recess.” As with the television executions, the objective is to raise awareness among parents of the potential threats their children face on a regular basis.
The broadcast and print campaign is being supported with media buys that include national television, radio, as well as print placement that will run throughout the summer and early fall. The television and print executions can be viewed at: <http://www.thevoxcollective.com/work>
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