Real Parents, Real Answers (RPRA) provides resources to parents who want to have a conversation with their children about smoking. We were given an open brief to promote the resource, and our approach was to create a sense of empathy among our target audience, so that they can better relate to their children and what they're experiencing. 

This project was a study of contrasts; adults talking about heavy topics with their children, who often aren't mature enough to grasp the weight of these issues. We wanted the video to reflect this contrast, and cast the appropriate voiceover artists, recorded a custom blues soundtrack and used simple animations and boldly colored imagery to show the difference between the seriousness of the problem, and the fact that a majority of the smokers are still very young.