“This is Your Brain on Drugs” – New Marketing Campaign To Begin
If you were born before 1980 like me, you probably remember the infamous anti-drug commercial “This is Your Brain On Drugs.” In the ad, a man uses an egg frying in a pan to illustrate the effects of drugs on the human brain. The commercial ends with “Any questions?”
The ad was originally released in 1987 by the Partnership for a Drug-Free America. The campaign was so huge, it was ranked #8 in Entertainment Weekly’s top 50 commercials of all-time (1997).
Nearly 30 years later, the Partnership is releasing a new commercial. Except now “Any questions?” is at the beginning.
And indeed, questions are the point. Given the increasing complexity of the drug market, the new commercial offers questions and answers, covering topics such as marijuana legalization and prescription drug use.
The intent is to illicit conversation being parents and children. Moreover, encourage parents to seek information and talk to their children about drugs.
The ad begins with the classic frying egg, and then pans to children asking questions. Finally, parents are directed to the Partnership website, which offers suggestions for answering those tough questions.
The new campaign also include both digital and print ads, and television spots that begin this week. Most of the work, media, and airtime to market the ads were donated.
Using the fried egg image helps people recognize the Partnership, as the original campaign is one of the most remembered. But because the new campaign is aimed at parents, the new line is now “a brain on drugs”, rather than “your brain on drugs.”
And the youth of the late 80’s are now adults, parents, and some, even grandparents. Henceforth, the new campaign should invite feelings of nostalgia, and hopefully parents will take notice.
If you haven’t seen the ad, or want to it again, you can view it on YouTube.
Additionally, a similar campaign aimed at heroin was launched in 1997 starring the actress Rachel Leigh Cook.
~ G. Nathalee Serrels, M.A, Psychology
Related: Synthetic Drug Use Major Problem for Tennessee