Drug Free Kids Canada is building a movement to encourage and support parents to prevent problematic drug use by youth.
The DFK Vision
To ensure that all young people will be able to live their lives free of problematic substance use and addiction.
Drug Free Kids Canada is a Canadian, non-governmental, registered charity made up of volunteer parent partners from the private sector; representing major media, advertising, production, scientific, medical, research and corporate industries. We all believe that educating and informing parents and kids can make an important difference in helping to reduce drug abuse and addiction. We're here to help.
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Drug Free Kids Canada - Education and Information
Our PSA campaigns are important in raising awareness of the issues surrounding teen drug use and we hope to engage parents to talk to their kids. For a full list of our television, radio and print ad and campaign materials, please go to our Archives page.
Our current Media Campaign
Some sweets are not sweet at all.
DFKC's latest campaign informs parents that the effects of edible cannabis can be unpredictable. Cannabis gummies and other edibles are not as cute and innocent as they seem. Help your kids understand the risks. For more information on edible cannabis, download the one-page insert here. Don't have DFK's Cannabis Talk Kit yet? Order it with the new edible cannabis insert here.
Recent Awareness Campaigns
If the Pill Fairy existed, he’d tell you that dangerous prescriptions won’t disappear on their own… or by magic.
The Pill Fairy campaign uses humor to remind parents that by doing something as simple as returning their meds, they can keep their kids (and the environment!) safe.
It's not always easy to talk with kids about some of the more "tough" topics, like drugs and alcohol, but what you say to your child matters.
The Practice Kids campaign is a multi-platform campaign that includes television and radio spots, a series of video capsules with advice from our teen experts and Facebook Live events. This campaign offers gives parents a unique opportunity to practice their approach and prepare for a cannabis talk with real teens before talking with their own kids.
He Has My...
Many teens and pre-teens think prescription drugs are safer than street drugs but don’t realize that they may cause harm and addiction, especially opioids. Among secondary students, 14% report using a prescription drug non-medically in the past year and 55% say they get them from home. This represents about 375,000 Canadian teens.
He has my... focuses on the need for parents to talk to their kids about the dangers of misusing prescription drugs. The campaign transforms a very simple message into a powerful one – of the things we hand down to our children, let’s make sure our prescription drugs aren’t one of them.
The campaign also directs parents to Secureyourmeds.com where they are encouraged to secure their prescription medications and return any leftover medication to their pharmacy.
DFK's National Drug Take Back Campaign
In 2013, we initiated an annual drug take back campaign with our partners Shopper's Drug Mart (Pharmaprix in Quebec) to encourage Canadians to take back their old and unused medications to their pharmacies.
Through the years, this important initiative, now supported by many more participating pharmacies from across the country has been an unprecedented success, sensitizing the public to the importance and ease of returning medications to pharmacies.
Bringing old medicines back keeps drugs off the streets, away from kids and out of our water supply!
The Call That Comes After
Studies show that driving high nearly doubles the risk of an accident, but a recent study commissioned by DFK Canada found that nearly one third (32%) of teens feel driving high is not as risky as drunk driving, while one in four high school seniors say they have ridden in a car with a high driver.
Drug Free Kids Canada wanted to drive home the dangers of high driving with The Call That Comes After, an immersive transmedia experience. This pro bono campaign was created to start a conversation between parents and teens about the dangers of driving high, using a device central to teens’ lives: Their phone.
Here's how it works.
is a microsite designed for parents to create a custom video for their teen. They are asked to input their child’s name and mobile number, as well as the name or nickname they use for a parent on their mobile device (eg: “mom”). A video is then sent to the intended recipient (their teenage child), showing a group of likeable teens that make the fateful decision to drive after smoking marijuana. The video culminates with a crash, followed by a series of frantic texts from a parent asking if they are okay. The message then makes an unexpected jump to real-life as the same increasingly frantic messages begin appearing on the teen’s phone, abruptly transforming them from a passive viewer to an active participant in the narrative.
The execution, a world first, was achieved by integrating five technology platforms in real-time across SMS, email, YouTube and an on-demand video-rendering engine.
For a full list of our public awareness campaigns over the years, see our Archives page.