I was honored to write these TV scripts and work on set with director Darren Aronofsky. Career highlight for sure.
Teens are naturally curious. They think they know everything. Often misinformation from peers; like, “is meth really that addictive?”.
Our strategy was that the more informed you are, the smarter your decisions will be—so just ask.
For research I listened to countless interviews with teen meth addicts. All heartbreaking. Most with recurring themes of betraying family members, selling your body, and generally losing control. The one I heard most often? Regret.
^Billboards and digital banners all helped drive to [ask] …
THE QUESTIONS ARE THE WEBSITE. THE CONTENT IS THE TRUTH.
Anchoring the entire campaign was a website front-loaded with all the questions you could imagine, answered by clinical facts as well as animated stories using audio of real addict testimonials.