Advertising to teenagers requires you to forget everything you thought you knew about young people and actually talk to them. Which turns out, isn’t so bad (it’s a good crop this year). The sad truth about medicine abuse is that teens are more enticed by drugs like oxycontin and cough syrup because the consequences don’t seem to be as severe–when in reality, 60% of overdose deaths are attributed to medicine abuse.
Through focus groups, we found that the teens of today are focused on the facts, and not easily scared by worst-case scenarios or exaggerations. As a result, we pushed this campaign in a different direction than most drug abuse prevention campaigns, and focused on being 100% honest with Idaho teens about the risks associated with long-term medicine abuse.