• by Amy Corr , February 23, 2017

Drug Free Kids Canada wants to make having the talk about driving while high as painless as possible with "The Call That Comes After," a unique campaign that lets parents target their teens via the most important thing in their lives: their smartphones.

Created by FCB/SIX, the campaign has mobile elements, online components and real-time targeting to make the overall message that more effective.

Parents visit TheCallThatComesAfter.com to create a custom video for their teen. The site asks for the teen's name, phone number and the name stored for mom or dad on their phones.

The teen receives a video that shows a group of regular teens that decide to drive after smoking marijuana. A horrible crash takes place and a shattered phone features a series of worried texts from a parent asking where they are and if they are okay.

Here's the ingenious part of the campaign: When the text messages begin appearing in the video, the teenager who is watching the video starts receiving the SAME texts on THEIR phone via five technology platforms: IBM's Marketing Cloud, Oracle Marketing Cloud, SMS, YouTube and an on-demand video rendering engine.