LEADING BILINGUAL CREATIVE CAMPAIGNS ACROSS CALIFORNIA

#SayNoToFine

To reduce teen drug use, created a campaign to inspire California parents to shift dinner table dialogues and become more involved in their child’s emotional life. Bilingual billboard, movie theater, digital & print effort poked fun at the ways teens keep parents at arm’s length — answering the frequently-posed question “How was your day?” with the reliable brick wall, “Fine.” Campaign invited parents to #SayNoToFine, equipping them with tools to prevent the decision to say ‘no’ from falling squarely on their child’s shoulders, generating 4M digital impressions via geo-targeted paid and earned online/offline campaign that reduced teen drug use by 12%.

Awards + Impact

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Featured In:

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