Drug Free Kids wanted to give teens a reality check on the dangers of driving while high. Working with FCB/Six and UM, the org created “The Call that Comes After” using five different platforms. First, a media campaign targeted parents, inviting them to share a personalized video with their teen. The film told the story of friends who decide to drive after smoking marijuana. It then ends with a car crash, and a close-up shot of a phone receiving concerned texts from a parent. At the exact same time, the teen watching the film receives similar text messages from their own mom or dad. As a result of the immersive experience and campaign, traffic to the Drug Free Kids website increased almost 2,000%, with 13,000 people engaged with the content.