C.O.D Launches Radio Campaign For Partnership of A Drug-Free America.

CreativeOndemanD, Miami, has just launched a radio campaign geared at Hispanic youth in the U.S. for the Partnership of A Drug-Free America (PDFA). The ultimate goal was to communicate the dangers of consuming the drug known as Ecstasy.

The challenge with Hispanic youth is that the drug is not perceived as being that dangerous or harmful. The solution was to capture the target’s attention with an impactful message that doesn’t come across as “preachy”.

The result is a campaign comprised of three radio spots spoofing infomercials and pharmaceutical ads with the theme “Don’t be fooled. Ecstasy is much more dangerous than you think.”