|[June 18, 2014]
"Mind Your Meds" Campaign Wins Gold at First Cannes Lions Health Awards
NEW YORK --(Business Wire)--
Partnership for Drug-Free Kids, a nonprofit dedicated to reducing
teen substance abuse and supporting families impacted by addiction, and
Holliday, were honored with a Gold Lion at the first ever Lions
Health Awards for the public service campaign "Mind Your Meds." The
campaign was developed by Hill Holliday (News - Alert) for the Partnership as part of
its Medicine Abuse Project.
(Photo: Business Wire)
The "Mind Your Meds" TV spots were directed by actor/director Eric
Stoltz and were designed to raise awareness about the issue of teen
medicine abuse. The campaign uses haunting imagery to suggest that you
might not always know who's taking your medication. The spots portray an
adult opening a bathroom cabinet for medication. When the mirrored door
closes, the reflection is that of a teenager, the implicit message
being, "mind your meds."
"Winning a gold Lion is obviously fantastic, but helping to raise
awareness and stop prescription medicine abuse among kids is even
better," said Lance Jensen, Chief Creative Officer at Hill Holliday. "We
get up every day hoping our creative work makes a difference for our
clients. When the rest of the world notices too, it reminds us why we're
in this business."
The win represents more than a creative award. The inaugural Cannes
Lions Health Festival addressed the rapidly changing state of health
care marketing nd highlighted the power of " life-changing creativity"
in a growing category, encouraging those in the industry to seek
creative satisfaction in doing work that does good.
Teen medicine abuse is a pervasive and devastating problem, with one in
four teens admitting to using a prescription drug to get high or change
their mood. Most teens who report medicine abuse say they get those
medications from their family or friends. The Medicine Abuse Project is
a multi-year effort led by the Partnership for Drug-Free Kids and is
designed to help combat this public health crisis deemed an "epidemic"
by the Centers for Disease Control and Prevention.
"To be recognized with a Gold Lion by the prestigious Lions Health
Awards is not only an incredible honor, but it is exceptionally timely
and important as the devastating problem of medicine abuse is more
prevalent and deadly than ever," said Steve Pasierb, President and CEO
of The Partnership for Drug-Free Kids. "It has been an honor to work
with Hill Holliday on this important initiative that has educated
parents about what they can do to prevent the problem that is affecting
millions of people and families across the country."
The first ever Cannes Lions Health festival honors the best in creative
healthcare communications. The festival took place on June 13 and 14,
2014 at the famous Palais des Festivals in Cannes, France. In the
event's inaugural year, 800 people from 50 countries gathered to share,
judge and celebrate the life-changing creativity of the world's best
healthcare communications. "Mind Your Meds" was the only campaign from
the United States to win a Gold Lion at the awards.
Director Eric Stoltz is affiliated with Disorderly Conduct, the Los
Angeles-based commercial production company headed by Kate Cohen, Marisa
Polvino and Executive Producer Ron Cicero who helped make the "Mind Your
Meds" campaign possible. Disorderly Conduct is a division of Straight Up
Films, the feature film company co-producing Transcendence with
Johnny Depp as well as the Natalie Portman film Jane
Got a Gun.
About the Partnership for Drug-Free Kids
The Partnership for Drug-Free Kids is dedicated to reducing teen
substance abuse and supporting families impacted by addiction. We
develop public education campaigns that drive awareness of teen
substance abuse, and lead teen-targeted efforts that inspire young
people to make positive decisions to stay healthy and avoid drugs and
alcohol. On our website, drugfree.org, and through our toll-free
helpline (1-855-DRUGFREE), we provide families with direct support and
guidance to help them address teen substance abuse. Finally, we build
healthy communities, advocating for great access to adolescent treatment
and funding for youth prevention programs. As a national nonprofit, we
depend on donations from individuals, corporations, foundations and the
public sector and are thankful to SAG-AFTRA and the advertising and
media industries for their ongoing generosity.
About Hill Holliday
Hill Holliday is proud to be among the top creative marketing
agencies in the country, with 950 employees across its network. We work
on some of the nation's largest and most respected brands, and our
success came by putting people and ideas first. We were founded in 1968
and today we bring unbeatable talent and expertise to every area of
modern communications on behalf of industry leaders like Cadillac,
Verizon Wireless (News - Alert), Bank of America, Dunkin' Donuts, (RED), John Hancock,
Major League Baseball, TJX, Merrell, Capella University, Chili's,
Novartis, Great Wolf Resorts and WHOLE WORLD Water. For more about our
people, our work, and our culture, please visit http://www.hhcc.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140618005506/en/
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