“Made by Me” TV commercial premieres on National Above the Influence Day
New York – October 17, 2013 – the Partnership for Drug-Free Kids today is premiering a new teen-targeted television spot, co-created by a teen, as part of its newly revamped Above the Influence (ATI) campaign. The TV spot is the first produced by the Partnership for Drug-Free Kids since taking the lead on ATI, now in transition from the White House Office of National Drug Control Policy (ONDCP).
Above the Influence is a popular and effective drug and alcohol prevention initiative created for American youth. the Partnership for Drug-Free Kids is responsible for all national youth outreach, including advertising, social media and campaign websites for ATI.
The new TV spot is the winning concept for “Made by Me,” a national commercial challenge campaign for teens sponsored by ATI. The “Made by Me” platform, created pro bono by New York-based agency Atmosphere Proximity, was launched online this spring to inspire teens to think about, create and share their personal pitch ideas and videos. The contest presented a unique opportunity for teens to participate in the creative process and co-create the next Above the Influence public service announcement (PSA)with the Partnership for Drug-Free Kids.
“We are extremely thrilled by how this dynamic campaign continues to grow and evolve. The ‘Made By Me,’ contest is a terrific example of how ATI lives on as a brand that teens have embraced and made their own,” said Caryn Pace, Chief Communications Officer for the Partnership for Drug-Free Kids. “Under this new business model, we are truly tapping into the inherent power of social media, speaking directly to teens and reaching them where they live, communicate and interact with one another.”
As part of the contest, teen candidates between the ages of 13 and 18 submitted one-minute pitch ideas in video form and the winner was selected online by teen voters. The winner of the challenge, Geena Ciambelli of Revere, Massachusetts, was then paired with a professional director and production company to turn the winning concept into a :30 spot. The new TV spot will air on TeenNick, TeenNick.com, MTV.com and in other teen-focused media environments.
“We believe in the power and effectiveness of the ATI campaign and we continue to support the Partnership for Drug-Free Kids as the organization leads ATI into its next exciting phase,” said Benjamin Tucker, Deputy Director at ONDCP. “ATI provides a source of strength for young people to stand up to the negative influences they face every day.”
The Above The Influence Campaign, now entering its eighth year, has been proven effective in reducing teen substance abuse. Its positive impact has been documented in several studies published in respected peer-reviewed journals including American Journal of Public Health and Prevention Science.
Since its launch in 2005 as a collaboration of ONDCP, the Partnership for Drug-Free Kids, DraftFCB and Fleishman Hillard – and despite diminished Congressional allocations for the prevention campaign – ATI was able to build and maintain a strong brand among teens. Today, more than 80 percent of teens are aware of the ATI brand and its active Facebook community boasts more than 1.8 million.
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