• by Steve McClellan  @mp_mcclellan, August 8, 2016

Partnership for Drug-Free Kids has refreshed its iconic Your-Brain-On-Drugs campaign from the 1980s, which featured a frying pan, and an egg.

The 80’s campaign likened the brain to a fresh egg and a brain on drugs to an egg being fried and ended with the simple query, “Any Questions?” almost to suggest that there shouldn’t be given the straightforwardness of the problem (drugs) and the purported solution (don’t do them).

The new campaign, with pro bono work from Campbell Ewald and BFG Communications, portrays the issue as much more complicated and one that kids have many questions about, such as whether prescription drugs are “as bad” as street drugs, whether or not marijuana is legal and “drinking is worse than smoking weed, isn’t it?”

And of course many kids are curious about whether their parents ever tried drugs.

The “Fried Egg 2016” TV spot is narrated by Emmy-Award winning actress Allison Janney, who also portrays a mother in recovery on the CBS sitcom, “Mom.” Her brother Henry died in 2011 after a long battle with drug addiction and depression.

The TV spot ends with Janney telling parents of their children, “They’re going to ask. Be ready.” She then directs them to drugfree.org for more information.

The new campaign breaks nationally this week on the CBS Television Network, which aired the original “Fried Egg” TV PSA and has been a 30-year supporter of the Partnership’s work. In conjunction with Horizon Media, the TV spot will also be distributed to national cable networks and hundreds of television stations in over 200 local markets across the country. In addition to the TV PSA there is a radio spot, as well as print ads and online banner ads. CE did the TV and radio work while BFG did the print and banner ads.

“‘Fried Egg 2016’ is a nod to the Partnership’s iconic TV spot from the 1980s, but is re-envisioned to reflect parenting today and the change in perceptions and awareness about drug use,” said Rebecca Shaw, Director of Advertising and Production for the Partnership for Drug-Free Kids. “The new campaign focuses on the litany of drug questions that parents face from their teens, and it also shows how the Partnership has evolved to meet the needs of families. We understand just how difficult this subject can be for parents who are facing it head on and we’re here with answers, help and guidance.”