Los Angeles -- A set of four powerful public service announcements from the Foundation for a Drug-Free World (FDFW) have won the Los Angeles area 2008 Bronze ADDY competition for excellence in creativity and execution. Made for television, the dramatic, fast-paced PSAs show teens led into tragedy under the influence of common drug buzz. The public service ad campaign was directed by Gary Ravenscroft, who also co-wrote them with Christopher Smith.
Called the “They Said/They Lied” series, the ads present teens of different ethnicities stating what they were told that turned them to drugs, followed by captivating real-life sequences of the impact on the teen’s life and family. The PSAs close telling the audience to “get the truth about drugs” at www.drugfreeworld.org.
“These ads talk to young people in their language and debunk myths about drugs that they hear on the streets,” said Ravenscroft. “They cause people to think and interests them in getting the facts about drugs. Some viewers have been surprised by what they learn from these ads and have even decided on the spot to not do drugs.”
Founded in 2006, the Foundation provides free youth-friendly drug education material to empower them with straightforward facts gleaned from official surveys and studies. The Truth About Drugs series includes pocket-sized booklets, also available online, on crystal meth, marijuana, Ecstasy, crack, cocaine, and LSD, as well as addictive prescription stimulants and painkillers. New booklets on alcohol abuse and inhalants are also currently being researched. To see the award winning PSAs or learn more about FDFW visit www.drugfreeworld.org.
The ADDY competition is conducted by the American Advertising Federation and is the only creative awards program administered by the advertising industry. It is known as the largest and toughest competition in the world with over 60,000 entries annually.
