From the power trio of Atmosphere Proximity, The Parternship at Drugfree.org and the White House Office of National Drug Control Policy comes the above spot for the “Above the Influence” campaign which asks the question, “Who better to convince kids not to drugs than their peers?”
Of course, this begs a second question. “Wait, which of your peers is the BEST at not telling you to do drugs? That is the peer we need.” And so, things got interesting. After all, what’s more American and capitalistic than making this shit into a contest? This isn’t about the message anymore. No sir, this shit is about TALENT. You got talent? Stand up, let’s hear it. No talent? SIT DOWN. Do some drugs until you’re able to talk about them in a raw, powerful way that is better than that other kid’s way of talking about drugs. Then, you win.
Before you submit your awesome ad idea at Above the Influence on Facebook, start strategizing. What kind of shenanigans will your peer group use to their advantage? Perhaps they lost a family member to drugs. Perhaps they’re recovering addicts themselves. Remember, this isn’t about drugs. This is about winning, and being the most popular kid at school for appearing in an anti-drug commercial. This is about fame. This is about being the best.