Working in conjunction with DraftFCB, we created a moving new series of emotional documentary-style online videos in support of "The Anti-Drug" program for the Office of National Drug Policy Control.
The 10 videos, to be posted on their own YouTube channel and designed to drive traffic to theantidrug.com, feature unscripted interviews with teachers, high school sports coaches, community group leaders, counselors, police officers and young adults about how parents can deal with kids faced with the perils of drugs, and inspire them to pursue a better life.
Using the theme "it takes a community to raise a teen", the slice-of-life interviews are divided into two groups: those that get to the speakers’ personal story and provide inspiration for kids to rise above the influence of drugs, and the remainder that provide advice from medical and counseling experts on how parents can best confront the issues and deal with problems.
One video, "Harlem Elvis", tells the story of young adult Elvis de Leon, who recounts losing his mother to drug-related violence at age 16 and his subsequent struggles on the streets of Harlem as a teen. In an emotional interview, he explains how he knew there was more to life and now looks at every day as a new opportunity to do everything he can to be a role model and leader in his family and community.
"Harlem Elvis" won an AICP award.