In this session...
Launched 10 years ago with multiple stakeholders, critics, and one of the most cynical targets, Above the Influence (ATI) is a truly unique drug prevention campaign that has been embraced by millions of passionate teens across the country. ATI has proven to be an effective prevention campaign in three different academic studies, yet federal funding was cut to nothing in 2012. Now the Partnership has assumed management for the campaign—against all adds.
Join the Partnership for Drug-Free Kids and the agency team who helped create the Effie award-winning Above the Influence campaign for a candid discussion about what it takes to sustain a powerful, teen brand despite creative, media, budget and target challenges.