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The Challenge
Every parent has to worry about their child experimenting with alcohol, tobacco, or other drugs. But, current research has found that many parents of high school kids are unaware as to how their child could radically alter their life by simply picking up a cigarette or experimenting with pot or alcohol. Four organizations teamed up in Northern Illinois to put their heads together in an effort to find a way to start educating parents about current drug and alcohol trends and how they can make a difference in the lives of their children.

The Solution
Working closely together with two Illinois School Districts as well as Rosecrance Treatment Centers, SolidLine came up with a concept - to create a unique, youthful video that would relate not to the kids, but their parents. Through the use of current visual trends, including filming, graphics and animation that their children identify with, SolidLine created an educational video that parents could believe. We used testimonials from real kids who fell into dark times in their life from experimenting. We talked to parents of recovering teens, judges, states attorneys and teen research experts. We even recreated the typical keg party scene that many parents don’t see. Overall, the SolidLine creative team did the research to determine what these kids go through, and why parents need to notice these changes before it gets too late.

The Outcome
The DVD, vibrantly packaged with printed reference materials, is being distributed to thousands of parents throughout Illinois. In the next year, it will begin national distribution. “Hopefully the DVD will help correct some false ideas," states Cathy Cratty, Director of Student and Employee Assistance Programs at Township High School District 113. "With this educational tool we want parents to understand that ultimately they have the greatest influence over their children’s decision regarding the use of illegal substances. So we are getting to the parents when they are most likely to listen – when the kids are entering high school.”

This production has gone onto win a Davey Award and MarCom Creative Award for excellence in video production.

View the 'Take the Time' Video Here