Beware of Geeky-Looking Latino Kids

And speaking of risky behavior and Hispanic teens, the Office of National Drug Control Policy’s National Youth Anti-Drug Media Campaign, has just launched a series of Spanish-language PSA’s targeting parents and urging them to talk to their kids about the dangers of marihuana.

Some of the ads, executed by The Vox Collective, are pretty cool in that they challenge the notion, and stereotype, of a conventional drug dealer. Take the above print ad, in which a geeky-looking boy tells parents what they do not want to hear about prom night: “Last night I offered some marihuana to your daughter.”

Well, at least he’s not talking about the four or more partners doing you-know-what.

4 thoughts on “Beware of Geeky-Looking Latino Kids

  1. How is it cool to have the same industry that takes pride on being Hispanic, create more stereotypes about the Hispanic Market?
    There’s nothing cool about this campaign. I understand this what “research showed” but, there are better and more creative ways to get the message across and EDUCATE. That should be the main point of this campaign – EDUCATE, and 2bhonest with you, I don’t see it with this execution.

    Correct me if I’m wrong.

  2. I wholeheartedly disagree with the thought that this campaign is not educating. When you base your marketing campaign on research, educating is precisely whats going on. Furthermore, we need to protect our children from all danger, especially from dangers close to us that we may not expect. This campaign is not about perpetrating stereotypes, its about breaking them and making sure all parents know that danger can have the face of a geeky Latino teenager.

  3. I think the whole point of this ad is to challenge stereotypes – parent’s shouldn’t assume that it’s the kid with the baggy pants and tatoos that will negatively influence their children. It could be anyone (and in fact, it could be the kids that seem the most innocent) and the only way to address it is to talk to your kids about the problem up front.

    I like it!

  4. But the point we’re missing is: WHY. I understand your points of views, but I think it could’ve/should’ve been taken one step further, and try to understand WHY is it that Latino Kids sell ganja to their friends. Why not a campaign based on that? There’s a reason why they do it. Do we want to educate kids about this, and stop (or at least try to) latino teenagers selling drugs? Or want to simply let everyone know they do it?

    Why not a campaign based on the WHY, educating their friends. Those whom these latino kids sell weed to. Maybe they’d know/understand WHY these kids are doing it, and could help. Maybe they could “peer pressure” on a positive way. Maybe the “victims’ ” parents understand the problem too, and these “victims” invite their little latino drug dealers over to their house, and help/influence them to find another way to make money.

    There are many ways this campaign could’ve taken advantage of such research. I just think, the easy way out was taken from the beginning. Let’s have the latino-geeky-looking kid, a big copy on top sayin I sell weed, and everyone out there will be aware that Hispanics become bad-influencers at a very young age – brilliant!

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