Studies show that parents have enormous influence on whether their teen will abuse drugs. In fact if parents are involved in their child’s life, he or she is less likely to do drugs or be involved in other harmful behaviour.

But the reality is that it’s not so easy for a parent to be involved in their teen’s life in a way that helps keep them drug-free. To do so, parents need to develop effective monitoring skills, which takes time, effort and dedication. This banner campaign plays with the visual metaphors of the internet and computers. Familiar computer scenarios are presented to catch users’ attention.The campaign works to get parents to use the internet to help them get closer to their kids and keep them drug-free. While at the same time, it’s trying to acknowledge that the problem of keeping teens drug-free is NOT a simple one – there’s no "click-on-a-button" technological solution for good parenting.When these ad units were live on the New York Times site, clicking on a banner took the user to a pop-up window over theantidrug.com, where parents could find valuable tips and information on how to keep their kids drug free.