Partnership for a Drug-Free Canada

"Silence Can Be Deadly" National Social Marketing Campaign

The Challenge

The Partnership for a Drug-Free Canada (PDFC) is a non-profit organization dedicated to educating parents about teen drug abuse. PDFC chose Banfield to develop a national social marketing campaign to convince parents of the importance of talking to their teens about the dangers of drugs and driving.

The Results

Banfield developed a bilingual national campaign focused on the theme of “Silence can be Deadly”. The fully integrated campaign was rolled out across a range of media, all of which drove users to The dedicated landing page featured information and tips for parents looking to open the dialogue with their teens, as well as an interactive quiz to assess their parenting style.

The campaign launched in January 2015 and in the first two months since launching, the website experienced 140% increase in visits (over last year’s campaign period) and a 400% increase in mobile traffic. Given such a positive experience and outcome, PDFC asked Banfield to develop their next Canada-wide campaign launching in July 2015.

For more information about our client experience, specific case studies and references, please contact us.

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