FCB Montreal says: "Sharing isn’t always caring!"

Growing up, almost all of us are taught that it is good to help others and do a favor when needed, as well as that sharing chocolate, candy, snacks, and toys with best friends is a beautiful and noble gesture. As adults, however, we should understand and teach the younger ones that some things are not to be shared! Inspired by educational methods that encourage sharing, colleagues from the FCB network created a smart campaign.

August is National Drug Drop-off Month in Canada, during which unused or expired prescription drugs are returned to pharmacies. The initiative was launched by a non-profit organization from Canada, Drug Free Kids, which also initiated a campaign to encourage parents to talk to their children about why they should not use drugs that are not prescribed to them.

FCB Montreal and the mentioned organization recently presented a campaign that highlights what we should not share with others, not even with our family members. According to Sylvain Dufresne, vice president of creative at the agency, the goal of the campaign was to avoid directly stressing the problem, so that the campaign would not get the tone of a sermon. Instead, they compared drug sharing to other items that people would not normally share: a toothbrush, dentures, or chewing gum.

"The subject may be extremely serious, but we wanted to approach it in a light and accessible way in order to position ourselves as a source of helpful tools and information to start the conversation between young people and their parents," said Chantal Vallerand, CEO of Drug Free Kids. According to her, the FCB presented a refreshing idea that arouses curiosity and starts a further conversation.

The National Drug Drop-off Month is an initiative launched by Drug Free Kids. In the past, they used the comic mascot "Pill Fairy" for marketing purposes to encourage participation in the program, and according to statistics, they achieved significant success.

This year’s campaign took place in a variety of OOH formats and on social media, as well as via LaPresse + and radio, in both official languages ​​of Canada. The organizers' plan was for the campaign to last until the end of August. We hope that it achieved its goal and encouraged more open conversations between parents and children, and we can also remind ourselves to safely dispose of unused medicines since we do not know what our children can think of.

Source: Strategy