FCB and Drug Free Kids Canada helps parents talk about cannabis with their teens

Campaign Aims to Clear the Smoke Around Cannabis Convos

February 23, 2021


Talking to teens can be a challenge. Factor in a worldwide pandemic that has seen cannabis use in Canada “almost doubled,” and that challenging conversation can seem impossible. That’s where FCB and Drug Free Kids Canada’s new campaign comes in. They have created a set of tools and tips to help start conversations around harms of problematic drug use.

As Sylvain Dufrense, vice president and creative head of FCB Montréal explains, “With everything we have been going through over the past year, we wanted to come at this campaign from a positive angle. Our goal was to remind parents that the Drug Free Kids Canada website (www.drugfreekidscanada.org) is the best place to find ways to start that awkward conversation with their teens about cannabis.”

The national campaign is a broad one, utilizing TV, billboards, and radio, as well as digital channels and and other media offered pro bono to the organization. 

"The FCB team pulled out all the stops in creating an effective and positive multichannel campaign that perfectly fulfills our objective of being a reliable resource for parents and teenagers when it comes to talking about cannabis," adds Chantal Vallerand, executive director of Drug Free Kids Canada.

About Drug Free Kids Canada

Drug Free Kids Canada is a Canadian registered charity made up of volunteer private-sector partners and parents from major media, advertising, production, research and corporate industries. We believe that raising awareness and educating parents and youth about substance use can go a long way towards reducing drug and alcohol use and addiction. To learn more about Drug Free Kids Canada visit https://www.drugfreekidscanada.org/

About FCB Canada 

FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873 and was recently honoured by Adweek as the 2020 Global Agency of the YearFCB Canada is part of the Interpublic Group of Companies, comprising more than 8,000 people in 109 operations in 80 countries (NYSE: IPG). FCB Canada was named Digital Agency of the Year in 2016, 2017, 2018, 2019 and 2020 by Strategy and is the most awarded Canadian creative agency at Cannes Lions 2017, 2018, and 2019. With operations in Toronto and Montreal that include FCB Health (healthcare marketing), Fuelcontent (content creation), FCB/SIX (CRM) and Segal, (licensing). Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present, and an anticipation of the future potential. FCB Canada is proud to serve some of the world’s most admired brands including Air Canada, BMO, BMW, Clorox, Destination Ontario, the Ontario Lottery & Gaming Commission, Sobeys, The Home Depot, and McCain. To learn more about FCB Canada visit fcbtoronto.com or fcb.com and follow us on Instagram: @FCB_Canada

Client: Drug Free Kids Canada (Chantal Vallerand, Nicole Levac, Susan K. Hutt)
Agency: FCB Montréal 

Creative director: Sylvain Dufresne
Creative: Sylvain Dufresne, Jean-Simon Charland
Project lead: Erin Brown-Vandecruys
Production agency: Anick Rozon
Production:  ALT
Director: Nicolas Fransolet
Post-production : Post 430
Sound: BLVD (René-Pierre T. Guérin)