NEW YORK, Dec. 13, 2017
/PRNewswire/ -- While the deadly opioid crisis dominates the
headlines, there is another equally dangerous, but lesser known
killer, hiding in plain sight. Death by overdose from prescription
drugs left unsecured around our homes.
To address this growing global issue, CARE, Center for
Adolescent Research & Education, partnered with McCann Health
to create an emotionally visceral film that exposes the cold hard
reality of this relatively unknown, but deadly killer, that was
released today. You can view the film here.
"Our youth are our future and while they may think they are
invincible — they are not," said Stephen
Gray Wallace, CARE President and Director. "Based on the
compelling fact that there are almost 300 Rx drug abuse deaths in
the U.S. per day, McCann Health delivered a very confronting idea
for a film to open people's eyes and the address the issue of
prescription drug abuse that would not only educate young people
but parents as well."
Jeremy Perrott, McCann Health
Global Chief Creative Officer, created the film that is meant to be
a wake-up call that delivers a shocking moment of truth, like a
stinging slap across the face. The visual style of filming the
teenage boy's first-person point of view, delivers an immersive and
immediate experience that shines a light on the danger of what can
happen if parents do not take steps to create a prescription drug
safe home.
Perrott explained, "We needed to address the incredible facts
and be deliberately confrontational with a message, that equaled
the punch of the cold, hard statistics. Drunk driving deaths in the
U.S. per day: 28. Suicide deaths in the U.S. per day: 120+ and Rx
drug abuse deaths in the U.S. per day: 290 and counting."
Wallace added, "This film does more than expose what we are
missing at home, but clearly lays out the environment in which it
happens. I was further impressed with the fact that everyone on the
small film crew – from director, to support team – were either
survivors of, or had lost or saved a loved one, from this global
killer. We must pay attention to what is happening – and not sugar
coat the messaging – or we will certainly pay the price."
Perrott said, "There comes a time when we have to be honest with
ourselves and not use soft, gentle language to soften the blow of
the truth. The simple fact that we are all guilty of leaving
prescription drugs around our homes means that the deaths of
thousands of children in their homes, around the world. I hope this
film raises awareness of the danger of overdosing on prescribed
medication and motivates parents to take steps to create a
prescription drug safe home."
Credits
McCann Health Global Chief Creative Officer: Jeremy Perrott
Agency: McCann Health NY
Director: David Hartley
Production Company: Great Guns
Executive Producer: Laura Gregory/
Clarissa Troop
Producers: Mathew Alden and Ollie Perrin
DOP: Max Witting
Art Director: Katherine Trigg
Stunt Coordinator: Gary Arthur
Editor: Mitch Kalisa
Post Production: Unit
Talent: Katie Pattinson and Adam Pritchard
About CARE
Center for Adolescent Research and
Education www.ecareforkids.org
Mission - We are a collaborative of institutions and organizations
committed to promoting positive youth outcomes and reducing risk.
Our work is predicated on the fact that the most effective tools we
have at our disposal are the important individuals in young
peoples' lives and the conversations that sustain and nurture those
relationships. We are committed to inspiring and cataloguing one
million such meaningful conversations by 2020. We invite you to
join the conversation!
About McCann Health
McCann Health, two-time Network of
the Year winner at Cannes Lions Health, and winner of an
unprecedented total of three Network of the Year titles from the
industry's top three creative award shows in 2017, is one of the
world's most awarded global healthcare communications companies.
McCann Health, consisting of a global creative agency network,
a global medical communications network and a global consulting
group, specializes in a wide array of professional, consulting and
consumer health and wellness practices. McCann Health is part of
McCann Worldgroup and the Interpublic Group (NYSE: IPG).
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SOURCE McCann Health