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 behavior, 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, color, sound design & mix, to bring to light the negative side effects and harm – both physical and emotional – that can come from abusing DXM
This professional campaign titled 'Nobody Likes Themselves on Lean' was published in United States in November, 2021. It was created for the brand: Consumer Healthcare Products Association, by ad agency: TracyLocke. This Film medium campaign is related to the Health industry and contains 1 media asset. It was submitted about 1 year ago.
Advertising Agency: TracyLocke, USA
Executive Creative Director: Shawn Kramer
Head Writer: Sandy Stein
Copywriter: Ilaria Fabbri
Content Producer: Molly Brewer
Account Supervisor: Sydney Schwab
Production: Daisy Cutter
Director: Trey Hill
Executive Producer: Brett Cassel
Post: Camp Lucky
Editor: Alex Heisterkamp
Color: Neil Anderson
Sound Design / Mix: Scottie Richardson, Seth Olson, Jake Odgers
Executive Producer: Jessica Berry
Post Producer: Kendall Kendall