The Partnership at Drugfree.org Collaborates with Hill Holliday to Launch “Mind Your Meds” Campaign for The Medicine Abuse Project

    Award-Winning Actor/Director Eric Stoltz Directs Powerful Spots

    New York, NY (September 9, 2013)the Partnership for Drug-Free Kids has collaborated with Hill Holliday to launch a new campaign today for The Medicine Abuse Project, a national action campaign from The Partnership at Drugree.org. The Project’s goal is to prevent half a million teens from abusing medicines by 2017. The integrated creative campaign, featuring the tagline “Mind Your Meds,” includes national broadcast, print, radio, digital and outdoor public service education messages. The two spots can be viewed here and here.

    Actor/Director Eric Stoltz, who has appeared in such films as Mask and Pulp Fiction and has directed television episodes of Glee, Grey’s Anatomy, Nip/Tuck and more directed the TV spots, which portray an adult opening a bathroom cabinet for medication. When the mirrored door closes, the reflection is that of a teenager, the implicit message being, “mind your meds.” Stoltz is also providing the voiceover for the TV and radio spots.

    Stoltz is affiliated with Disorderly Conduct, the Los Angeles-based commercial production company headed by Kate Cohen, Marisa Polvino and Executive Producer Ron Cicero who helped make the “Mind Your Meds” campaign possible. Disorderly Conduct is a division of Straight Up Films, the feature film company co-producing Transcendence with Johnny Depp as well as the Natalie Portman film Jane Got a Gun.

    “As I directed these TV spots, I was shocked to find out how dangerous the abuse of medicine really is, especially among teenagers,” said Stoltz. “Having recently lost a dear friend of mine to drug addiction, I wanted to help show that there is something you can do to help protect your families and loved ones.”

    Teen medicine abuse is a pervasive and devastating problem, with one in four teens admitting to using a prescription drug to get high or change their mood.[1] Most teens who report medicine abuse say they get those medications from their family or friends.[2] The Medicine Abuse Project is a multi-year effort led by the Partnership for Drug-Free Kids and is designed to help combat this public health crisis deemed an “epidemic” by the Centers for Disease Control and Prevention.

    “It’s always a great feeling when you can do meaningful work that can make a difference in the lives of young people,” said Lance Jensen, Chief Creative Officer of Hill Holliday. “This is an important issue and we hope this work really gets people talking.”

    “What an honor it has been to work with Hill Holliday on this important initiative,” said Kristi Rowe, Director of Branding and Integrated Marketing for the Partnership for Drug-Free Kids. “Their dedication and strategic approach to the creative concept, combined with Eric Stoltz’s passion and vision for the TV spots, has resulted in a ‘sticky’ campaign that will help educate parents about what they can do to prevent this dangerous behavior.”

    The Medicine Abuse Project aims to help educate parents, teens and the public about the dangers of medicine abuse and unite parents, educators, health care providers, coaches, government officials, law enforcement officers and other partners to help save lives.

    For more information, please visit The Medicine Abuse Project.

     

    CREDITS:

    Agency: Hill Holliday

     

    TV Production:

    Chief Creative Officer: Lance Jensen

    SVP, Management Supervisor: Amy Hardcastle

    SVP, Group Creative Director – Art: Kevin Daley

    SVP, Group Creative Director – Copy: Tim Cawley

    VP, Executive Producer: Alex Vainstein

    Broadcast Assistant: Maggie Flatley, Kevin Boyle

    VP Director of Project Management: Paul Pantzer

    Project Manager: Jennifer Dodds

     

    Radio Production:

    SVP, Management Supervisor: Amy Hardcastle

    SVP, Group Creative Director – Copy: Tim Cawley

    Broadcast Assistant: Maggie Flatley, Kevin Boyle

     

    Production Company: Disorderly Conduct

    Director: Eric Stoltz

    Executive Producer: Ron Cicero

    Line Producer:  Alana Mitnick

    Director of Photography:  Crash

    Art Director:  Brad Cohen

     

    Editorial:  Whitehouse Post

    Editor: Trish Fuller

    Producer: Alejandra Alarcon

     

    VFXs, Transfer and Conform: MPC

    Telecine: Derek Hansen

    Compositing: Alex Harding, Sohee Sohn, Jon McKee, Mikael Pettersson & Derrick Yuen

    Producer:  John Skeffington

    EP: Justin Brukman

     

    Animation: Scott Woolwine, Hill Holliday

     

    Original Music: Human

     

    Record & Mix: Soundtrack Boston

    Engineer: Brian Heidebrecht

     

    Voice Over: Eric Stoltz

     

    Secured Donated Ad Space: Horizon Media

     



    [1] 2011 Partnership Attitude Tracking Study, sponsored by MetLife Foundation

    [2] National Survey on Drug Use and Health (NSDUH)

     

    By Partnership Staff
    September 2013

    Published

    September 2013