The Partnership for Drug-Free Kids, a nonprofit dedicated to reducing teen substance abuse and supporting families impacted by addiction, and agency Hill Holiday, were honored with a Gold Lion at the first-ever Lions Health Awards for the public service campaign “Mind Your Meds.” The campaign was developed by Hill Holliday for the Partnership as part of its Medicine Abuse Project.
The “Mind Your Meds” TV spots were directed by actor/director Eric Stoltz and were designed to bring attention to the issue of teen medicine abuse. The campaign uses haunting imagery to suggest that you might not always know who’s taking your medication. The spots portray an adult opening a bathroom cabinet for medication. When the mirrored door closes, the reflection is that of a teenager, the implicit message being, “mind your meds.”