URL: https://thecallthatcomesafter.com
​The project is called “The Call That Comes After” and what’s interesting about it is how technology is used to bring the targeted teen into the narrative of the campaign – they receive personalized text message from their parent at a crucial point in watching a customized video. It targets teens on the device they use most – their phones. The goal of the campaign is to start a conversation between the teen and their parent about the dangers of high driving. Studies show that driving high nearly doubles the risk of an accident, but a recent study commissioned by Drug Free Kids Canada found that nearly one third (32%) of teens feel driving high is not as risky as drunk driving, while one in four high school seniors say they have ridden in a car with a high driver. Although more parents are speaking more frequently to their kids about drugs, Drug Free Kids Canada’s research showed that over 40% of parents say their conversation lasted only a few minutes or less which seems to indicate a reluctance to engage in a meaningful conversation.​ ​The tool that is being offered with the “CallThatComesAfter” provides an easy opportunity for parents to get a message across and open the dialogue all this with a few clicks.