416:(1990): Life and the tough decisions it entails both take the form of a board game referred to by the male narrator as âThe Game of Life.â The word âDRUGSâ (in red) is clearly printed onto the centre of the game board. Scattered all over it are miniature syringes, bags of narcotics, and small piles of what appears to be cocaine. A bespectacled teenaged boy is shown playing the game by himself as the narrator says, âIn the real game of life, youâll have to make real-life decisionsâtough choices about the direction youâd like your future to take.â The boy picks up a pair of dice, tosses them onto the table, then moves his token several squares before stopping at a space labelled âChoice,â on which one of the mounds of cocaine is placed. The narrator then continues with â...How to deal with lifeâs ups and downsâtemptation, pressure...â After a slight pause, the narrator says to the viewer, âThe decision...is yours.â The boy overturns the entire game board, sending all the pieces flying. He is then seen raising his right fist into the air, grinning. The narrator ends the commercial with, âIn the real game of life, you deserve the very best chance you could get.â AGENCY: FCB/Ronalds-Reynolds.
432:(1990): A little girl pretends to drink coffee and smoke cigarettes (using various items for play). A female voice says, "Kids, they're so cute and whenever learning new things they're real copycats," while black and white flashbacks portray a group of adults having a party, smoking and sharing cigarettes and drinking alcohol which is shown throughout the commercial. The girl pretends to smoke a cigarette and shares it with her teddy bear. The girl is then shown pretending to be in a euphoric state after a drink of coffee which shows that she's acting like she's high and drunk. This shows that children can copy what their parents do, even doing things that are inappropriate such as smoking and drinking. A male voice ends the commercial saying, "Someones watching your every action, be aware, be wise." Edited May 25, 1990. AGENCY: Highwood Communications Ltd.
516:. The commercial focuses on one of the teenagers in the car, implacably a "cool" kid, and another one (not in the car), whom they consider a "loser". The "cool" kid recalls past activities he once enjoyed before his addiction, such as sports, while joking around with his friends, and chides the "loser" for being into different stuff. The "cool" kid then says he and his friends like to party and that guys like the "loser" didn't know how to party. A message pops up, reading "Can you spot the losers?" The narrator then says "Truth is, there's a million things to do that are more fun than sitting around getting stoned." The commercial ends with the message, "Think about it." Edited February 14, 1995. AGENCY: Leo Burnett Company Ltd.
736:(2012): It shows a man and a woman in a kitchen with their daughter sitting at a table. The woman reminds her husband that they will be seeing her parents, the husband declines due to work and the two begin to argue, with the wife pointing out their daughter is in the room and not to fight in front of her. The husband immediately leaves the room in frustration. As the argument goes on, the camera pans to show the girl is in a classroom with the kitchen behind her. A female narrator then tells the viewer that 1 in 5 kids under 11 have mental wellness issues. AGENCY:
348:(1990): One of the first commercials produced by the organization, this commercial depicts a brain made up of a series of electrical wires. A female authoritative voice tells the viewers to think about what drugs can do to people's brains, dreams, and future. An unseen person holding a pair of wire cutters is cutting up the brain's wires, showing the effect of more drugs being consumed, before it eventually short-circuits. The commercial ends with the female voice saying: "Think about itâwhile you still can." Edited March 23, 1990. AGENCY:
677:(1999): In this documentary-style PSA, it begins introducing viewers to a typical kitchen during the night, eventually introducing the "House hippo", a small hippo-like creature who is apparently infesting the house. They begin adding bits of information gradually until the end, where an image of a real hippo and her young appear on a TV. A female narrator now admits that the house hippo wasn't real and that media literacy is important, as well as asking questions. Edited May 1, 1999. AGENCY:
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605:(1995): A teacher tells her child about a student who gets abused. She explains to her child that the student thinks his mother is always mad at him. The student's mother hits him, yells, and breaks things. She tells him that he did the right thing by telling her. The commercial ends with a message saying "Tell someone you trust when something is wrong. They want to help." Edited January 30, 1995. AGENCY: Leo Burnett Company Ltd.
940:(2010): A girl is first shown reading a magazine with pages torn out by a monkey in a sailor suit. The monkey unplugs the girl's computer after it shows a weight loss pop-up, and they fight over the TV. This PSA ends with the message "You don't need a Media Monkey to make healthy choices. Think for yourself", as the girl sees the monkey covering up a perfume advertisement. Edited in February 4, 2010. AGENCY: Bensimon Byrne.
383:(1990): In this commercial, the narrator is a teenage boy wearing a red and black shirt, and he is meeting with three of his friends. He talks about the perceptions of teenage drug use, and his message is very clear... he wants children to make healthy decisions and do what is right for them. One of the memorable lines of this commercial is "Just because we are young, doesn't mean we are stupid." AGENCY: Intergroup.
522:(1995): A guitarist, presumably a street musician, is standing on a Toronto street interacting with the camera, offering the viewer several choices; you can feed your pet hamster when you're supposed to or he'll die, you can eat a ton of fries or look good in pants, and finally, "you can do drugs or you can do everything else." Edited September 22, 1995. AGENCY: Vickers and Benson Advertising Ltd.
700:(1998): After seeing an attractive girl leaving a store, two young girls enter the boutique, hoping to look like the girl. Once inside, they realize that this boutique's purpose is to change people. The girls experience various stages that should change them, such as the application of makeup, plastic surgery, and the "Personality Changing Room". Throughout the commercial, a
930:(2006): Shows a boy (Lamar Johnson) on his computer and then shows him taking his head off and setting it on the desktop, and shows his body dancing to hip-hop music, it also shows his head smiling at the dancing body before it ends with a text message saying "Move your body at least 30 extra minutes each day". Also edited February 10, 2006. AGENCY:
768:(2001): Four kids are shown having a conversation while sitting on the grass close to the front yard of their house. They notice an ice cream truck passing by their house and the kids try to chase after it, but they eventually give up and become exhausted while the ice cream truck is still driving down their street. Edited January 6, 2001. AGENCY:
555:, depicting two scary-looking blue creatures singing a song about the dangers of putting strange objects into one's mouth. A lion ends the commercial saying "Always ask someone you love before you put anything in your mouth." Edited January 12, 1992. There are two variants of this commercial with different endings:
468:". He walks out of his room and spots his friend visiting the facility before embracing each other. The commercial ends with a voice-over saying: "If you try to stop a friend from using drugs, you may not succeed, but at least you triedâand that's what friends are for". Edited March 1, 1992. AGENCY: FCB Canada Ltd.
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624:(1996): A stylized look at the games of youth that carries the message: don't play games when making the important decisions in lifeâuse your head instead. There is a computerized robotic voice saying "1 potato, 2 potato, 3 potato, 4. 5 potato, 6 potato, 7 potato, more". Edited March 10, 1996. AGENCY:
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In 2014, the organization earned around $ 4 million from its associate media organizations and companies allowing it to extend the word across its main goal: bullying, mental health and self-esteem. Almost 25 years, the company estimates having earned $ 50 million for media donations, $ 5 million for
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pushes the plunger down, as if the contaminated water is being injected into someone. The empty syringe is tossed in the air and comes down shattering on to the concrete while the rat flees. Then the man's voice says, "So if you're afraid of what's been done to them, wait till you see what they do
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sticks out his hands showing them the drugs and tells them that they have a choice of whether they will take them or not. A flash-sequence of disturbing images of drug addicts and celebrities that died from drugs appears when the pusher sticks out his hands. The children eventually ignore the offer
900:(2004): A lively 60 second animation featuring someone's T-shirt with a blue creature on it which turns animated. It has an entertaining commercial jingle that explains the importance of balancing food and activity and encourages kids to "eat smart and move more." Edited October 3, 2004. AGENCY:
389:(1990): In this commercial, a rap song about the choices of drugs is performed by a group of children and adults. They repeat the use of the line: "Drugs, drugs, drugs... Which are good, which are bad... Drugs, drugs, drugs... Ask your mom or ask your dad". AGENCY: McArthur, Thompson & Law.
422:(1990): This is a series of four commercials. The speakers of each commercial are Cynthia, Lisa, Doug, and Steve. Each of these people tell their side of the story of why they became drug addicts, and that the way they take drugs, they are hurting themselves and their families. AGENCY:
777:(2001): A boy runs away from three girls. He starts to feel very tired, the girls eventually get caught up with him and they make the boy feel uncomfortable by kissing him. The song playing in the background is "Lungo Filaccio" by Roberto Cardinali. Edited March 6, 2001. AGENCY:
539:. In the story, a baby raccoon finds various foods that are said to be unsafe for raccoons (this is to show that some things are unsafe for children). The baby raccoon eventually finds an apple that is safe for him to eat. Edited Mar. 24, 1991. AGENCY: Palmer Jarvis DDB.
374:(1990): This commercial was filmed from the perspective of someone lying on a hospital bed and being revived with a defibrillator. While this is happening, a female narrator speaks to the audience about the side effects of using cocaine. Edited April 6, 1990. AGENCY:
395:(1990): This commercial takes place on the urban streets of Toronto at night. A rat is walking while a syringe is sucking up dirty water from a gutter. A man's voice says, "There's a lot of stories about the stuff that gets into street drugs." The hand holding the
842:(2003): A girl goes to get a drink at a water fountain, then sees several other girls hanging out. The girls begin to tease the girl, saying things that literally form words and attack the girl. The girl then runs away, as one of the insults chases her. Filmed in
545:(1991): A group of children find a discarded syringe and talk about what to do with it. The commercial ends with the message, "Remember, if you find a needle tell somebody." Filmed at Keefer St, Vancouver, BC. Edited Feb. 14 1991. AGENCY: Cactus Productions Inc.
856:(2005): As a boy wakes up in the morning, he has visions of another boy who bullies him at school. The bully teases the boy throughout the morning until the boy talks to his mother about the bully, and the vision disappears. Was edited Jun 30th, 2005. AGENCY:
720:(2000): A group of boys are seen walking on a sidewalk. A mother of one of the boys drive up to them, get out of the car and put a jacket on her son. It ends with the message "Boy, it's not easy being one". Edited July 25, 2000. AGENCY: Ammirati Puris Lintas.
710:(1999): A commercial showing various children and teenagers' favourite things, such as tap dancing, magic tricks and making sound effects. It ends with the message "Nobody's good at everything; but everybody's good at something." Edited May 12, 1999. AGENCY:
694:(1997): Shows various female preteens and teenagers expressing what they will and will not do. The commercial ends with the message, "We are girls. We will do what is right for us." Edited March 2, 1997. AGENCY: Vickers and Benson Advertising Ltd.
357:(1990): This brief commercial depicts a body bag on a stretcher. The same narrator from the Brain commercial tells viewers that in the past two years (1988 and 1989), over 5,000 people in Canada and the United States have died from using
474:(1993): This commercial begins with a text message that says "Ever Thought About Taking Drugs?". It then shows two children standing (they are latex puppets, not real people) encountering a drug pusher wearing shades in an alleyway. The
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is shown apparently threatening someone, but as the camera pans out, it shows he is, in fact, not threatening someone, but that he is bullying thin air, because no one is around for him to bully. Was edited May 21, 2002. AGENCY:
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The drug pusher does not remove his shades and goes completely quiet. This version is less scary than the first and was used after many parents complaining about the first version being too disturbing and frightening for
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and walk away from the drug pusher. The drug pusher then takes off his shades, revealing his hideous yellow eyes. Edited April 13, 1993. There are two variants of this PSA with different endings:
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The organization and its campaigns are supported by various television networks, stations and specialty channels throughout the country, as well as one border station in the United States (
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618:(1995): The commercial introduces many children suggesting that you can choose what you want in life and nobody makes your decisions. Edited December 26, 1995. AGENCY: MacLaren McCann Inc.
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convinces the other to avoid it, and to ask for help if they don't know what something is. One of the mouse puppets from this PSA was used in
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to target children between the ages of eight and 12. It produced over 30 announcements, covering topics such as
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qualifying corporation and one year and almost two months donated by the businesses minds of marketing.
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to you," as more filthy water runs down over the pieces of the syringe. AGENCY: FCB/Ronalds-Reynolds.
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watching a clear view from outside. The music in the background is an old song performed by
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726:(2000): This commercial depicts a few teen guys trying to convince a younger boy to play
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