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Agency: Hill Holliday

ECD: Alon Shoval

Copywriter: Tom Jackson

Art Director: Howard Herrarte

The Problem: Parents don't know how to talk to their kids about drugs. They often do more harm than good, moralizing instead of informing. 


The Solution: We created the character of Patsy, a well-intentioned mommy vlogger, who does everything wrong while trying to talk to her kids about drugs. Her intentionally busted looking homemade YouTube videos were seeded through her personal account. As they began to take on a life of their own we branded them with our message, encouraging parents to learn the right way to talk to their kids about drugs by visiting

Patsy: Uncle Ron​


Patsy: Pills​

Patsy: Online​

Patsy: Patdown​






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