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Camp Lucky Provides Post Support on PSA Warning Teens about 'Lean'

Updated: Nov 6

Consumer Healthcare Products Association teams Partnership to End Addiction and Tracylocke on stark spot



DXM is short for dextromethorphan – a safe ingredient found in over-the-counter cough medicines that has to potential to be misused by teens in an unsafe mixture they call 'Lean' to get high. To address this harmful behaviour, The Consumer Healthcare Products Association (CHPA) in collaboration with the Partnership to End Addiction asked creative agency, TracyLocke to create content that would warn teens of the dangers of 'Lean' in a way that would resonate.


Nobody Likes Themselves on Lean, illustrates the effects that abusing DXM can have on a teen’s life and the undesirable social consequences the morning after she posts a video of herself on lean. Audiences feel her regret as she is confronted with the stark reality that her embarrassing and irresponsible content from the night before has gone viral. The spot ends with a call to action for teens to learn more at WhatisDXM.com.


Camp Lucky provided post support to the spot, directed by Daisy Cutter’s Trey Hill, including editing, colour, sound design and mix, to bring to light the negative side effects and harm – both physical and emotional – that can come from abusing DXM.


Read now on LBB Online

AGENCY: TracyLocke
SHAWN KRAMER, EXECUTIVE CREATIVE DIRECTOR
SANDY STEIN, HEAD WRITER
ILARIA FABBRI, COPYWRITER
MOLLY BREWER, CONTENT PRODUCER
SYDNEY SCHWAB, ACCOUNT SUPERVISOR PRODUCTION: Daisy Cutter
TREY HILL, DIRECTOR
BRETT CASSEL, EXECUTIVE PRODUCER POST: Camp Lucky
ALEX HEISTERKAMP, EDITOR
NEIL ANDERSON, COLOR
SCOTTIE RICHARDSON, SOUND DESIGN/MIX
SETH OLSON & JAKE ODGERS, VFX
JESSICA BERRY, EXECUTIVE PRODUCER
KENDALL KENDALL, POST PRODUCER
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