A local rehab clinic noticed that mothers were more likely to bring in their children as patients. Rock Candy Media devised a campaign to awaken their motherly inclinations.
When someone is using hard drugs or abusing alcohol, they don’t seem themselves. The person you thought you knew becomes replaced with somebody unrecognizable. For mothers, this is especially challenging. However, when their child gets clean, it’s like the kid they once knew has returned.
To get this poignant message across, our campaign used the imagery of the missing milk box child to make tangible the idea that these people truly are gone, but they can return. Photos of young children were accompanied by short biographies listing out their current adult ages, childhood interests, and their intoxicant of choice. The idea that a child would use meth or alcohol is shocking, but the idea that YOUR child is doing it should be just as jaw-dropping.