‘Still in Control?’ Ground Zero Asks Teens

LOS ANGELES Ground Zero has unveiled its first work for the Partnership for a Drug-Free America’s “Check Yourself” campaign.

The national pro bono effort from the Marina del Rey, Calif., shop is meant to prompt kids and teens to question if they’re in control as they move down the continuum from experimentation to addiction.

The campaign includes two video executions running in malls, through media donated by AT&T Comcast. One video spot shows orange circles with messages such as, “I’d never try weed. Okay, maybe weed, but never ecstasy” and “Okay, maybe ecstasy, but never coke.” As it moves to more hard-core drugs, the orange circles fill the screen to reveal a face, with a close-up of an eye. The spot asks, “Still in control?” and points to the Web site, www.checkyourself.com.

The video pieces were developed in conjunction with Trollback and Co. in New York and Los Angeles and Spank Music in Los Angeles. The effort also includes print and outdoor ads, as well as wild postings.

Ground Zero previously created a campaign for the PDFA that addressed heroin use. That effort was recognized with a gold Effie.

“The idea is not to be saying to people, ‘Just don’t do it,’ said agency president Andrew Gledhill. “We want to reach people who have had some experimentation and ask them if they’re in control.”

The Ground Zero PDFA team is led by creative director Arty Tan and includes copywriter Steve McElligot, art director Anthony Walker, head of broadcast Monique Veillette, producer Heidi Hawkings and production manager Gianine Harris.