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Ewwww!
That’s a reasonable reaction to the sticky, 2-inch-wide, purplish toy brains that will be given out in high schools beginning today.
But with this effort, North Castle Partners in Stamford, Conn., also wants to get teens talking about the dangers of prescription-drug abuse.
“When we started showing the brain to teens, they just went crazy over it,” said shop partner Grant MacDonald, adding he hopes “the grotesqueness of the brain will further the conversation about how stupid prescription-drug abuse is.”
The brains are part of a campaign, commissioned by Purdue Pharma, that also includes in-school posters and radio spots.
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