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| Threats of Drugs Revealed in New Anti-Drug Message from
Partnership for a Drug-Free America NEW YORK, July 22nd - A new anti-drug message from the Partnership for a Drug-Free America (PDFA) alerts parents to the many factors in a teen's life that could influence his or her decision to use drugs. "Threats" --created and directed by New York Director Diane Paragas-- will run in pro bono media beginning this summer. Shot and post-produced by New York's Civilian Studios, the public service announcement takes place in the home of a small family. In "Threats" a father is yelling for his son Andrew to come to dinner. Andrew is seen coming to the kitchen wearing headphones. As the camera zooms in on his face, writing appears on the screen, "Lyrics promoting drug use." The next shot is of another child talking on the phone while his mom beckons him to the dinner table. The camera focuses on his face, with arrows pointing to the phone noting "Friend," followed by "smokes weed." As the family assembles to the dinner table, a voiceover says, "Is it ever too early to talk to your kids about drugs? Not when the rest of the world has already started the conversation. Knowing what your kids are up to can help." The spots, produced in 20- and 30- second versions, conclude by encouraging parents to visit www.drugfreeamerica.org for more information. "I wanted to take 10 seconds of a very wholesome family getting ready for dinner and sort of turn it on its side," said Paragas. "I tried to create a surveillance look by shooting on four different DV cameras as well as super 8. We took a series of digital stills to enter the kid's world; Art Director Steve La Morte's scribbling text added a graffiti-like immediacy to the message, and Composer Christopher Knight's music gave it a foreboding sense of urgency." "I think it's an important message to be involved in your kids life and really know what they do and where they go," said Paragas. "The Partnership was very fortunate to have Diane create and direct this very implicit message for parents," said Rebecca Shaw, deputy director of creative development, PDFA. "We want parents to become involved in their childrens' lives, because we know when they aren't, kids can be more likely to become involved in drugs." "Threats" will run in pro bono media via the Partnership's State and City Alliance Program. This program consists of a group of 54 member groups who deliver PDFA's ads at the community level in the top 75 media markets, reaching more than 96 percent of all U.S. television households. The actors featured in "Threats" are working pro bono through the generosity of the Screen Actors Guild and the American Federation of Television and Radio Artists. Creative Credits: Agency - Civilian Studios, NYC Diane Paragas, creative director and director; Steve La Morte, art director; Richard Powell, copywriter; and Jonathan Levine and Justin Mitchell, producers. Production - Civilian Studios Diane Paragas, director and assistant editor; Civilian Studios, editing house; Steve La Morte, editor; Christopher Knight, music composer; Roland Alley, sound design/mix; Mike Palmieri, special effects/photography; Bernard McWilliams, directors of photography; 2nd Unit, Steve LaMorte, Jonathon Levine, Matthew Akers and Mike Palmieri; Ben Posnik, sound; and Tony Leonardo and Justin Mitchell, grip/gaffer. ### The Partnership for a Drug-Free America is a private, non-profit coalition of professionals from the communications industry. Best known for its national, anti-drug advertising campaign, the Partnership's mission is to reduce demand for illicit drugs through media communication. To date, approximately $3 billion in media exposure and some 600 ads have been donated to the Partnership's national campaign, making this the single largest public-service ad campaign in history. Beginning in 1998, PDFA advertising began appearing in paid media exposure as part of the National Youth Anti-Drug Media Campaign, coordinated by the Office of National Drug Control Policy. PDFA receives major funding from the Robert Wood Johnson Foundation and financial support from more than 200 private sector corporations. PDFA accepts no money from alcohol or tobacco manufacturers. |
