Young Creatives 2009 SUBMISSIONS
Hey Dad by Willy Lomana and Felipe Villareal - Vidal Partnership
FILM WINNER:
Influence by Jon Erick Jaimes and Almendra Tijerina - Bromley
CYBER Finalists:
Closer by Rob Casillas and Rohin Bhalla - Latinworks
Light It by Eva Miquel and Efrain Romero - Conill
FILM Finalists:
Skip to My loo by Francisco Guijarro and Ruben Martinez - Alma DDB
Telepathy by Franco Caballero and Javier Peraza - Latinworks
Prevention Creative Strategy
Hispanic Parents
September, 2009
Advertising Objective: Get Hispanic parents to play an active role when it comes to protecting their kids from drugs
Target: Hispanic Parents of tweens and teens ages 9 - 14. Average age 37 years old. Both bicultural and less acculturated Spanish speaking parents.
Parents of teens who have a higher risk of drug use (highly acculturated teens)
1st or 2nd generation immigrants who have spent most of their lives in the US
They are adapting at a much slower rate than their kids
Target insights:
Hispanic parents are less likely to talk to their kids about drugs (88% vs. 94% for AA parents and 92% for Caucasian parents). They think:
‘Not my kid.’ They are aware that drugs are around but still in denial that their kids will ever be involved with drugs. They do not want to acknowledge that their kids are at risk therefore, they are more reactive than proactive when it comes to talking/protecting them from drugs.
‘What I am doing is enough.’ They believe they are doing what they need to do to protect their kids from drugs. Since they are unsure how to talk with their kids about drugs they overcompensate/overprotect by establishing strict rules with regards to bedtime, going out, grades, etc. They rely more on expectation setting, implied rules, monitoring.
Almost 40% believes that the schools should have the main responsibility for educating their kids about the risks of drug use
Hispanic parents need a new reason to protect their kids from drugs
Key Communication:
Your kids are more exposed to drugs than you think. You need to do more to protect them.
Support:
Teens who learn a lot about the dangers of drugs from the parents are up to 50% less likely to try them than those teens who don’t get that message at home
Communication and closer relationship with teens is a preventative measure against drugs
Hispanic youth born in the U.S. were significantly more likely to have used illicit drugs in the past month than Hispanic youth not born in the U.S. (12.3% versus 5.7%) (SAMHSA, 2005; SAMHSA, Office of Applied Studies, National Survey on Drug Use and Health, Detailed Tables)
HablaTusHijos.org offers you tools and information you need today to effectively communicate with your kid
Tonality: Urgent, empowering, positive, empathetic and reinforcing the good job they are doing as parents.
Executional Mandatory: Call to action to visit hablacontushijos.org or call 1-877-767-8432
Deliverables:
TV: one :30 spot
Banners (One of the following): 728x90, 160x600, 300x250, 468x60