R&R Partners’ “Behind Bad Decisions” billboard for Parents Empowered has been selected to appear in the prestigious Communication Arts (CA) 2016 Advertising Annual.

CA’s Award of Excellence is one of the most coveted in the advertising industry, and of the thousands of international entries, only 138 ads were selected for publication this year.

The Parents Empowered billboard was the result of research showing that many parents viewed underage drinking as a teen boy problem. Based on that perception, these parents often didn’t talk to their daughters about not drinking underage. (In reality, teen males and females report roughly the same rates of alcohol use.)

Communication Arts

Award-Winning Communication Arts Billboard

The research, however, also showed that when it came to their daughters, parents were extremely concerned about unplanned pregnancies. By connecting teen pregnancy to underage drinking, the billboard helped elevate the issue of girls’ drinking underage.

The “Behind Bad Decisions” billboard-behind-another-billboard execution was so convincing that many people posted about it on social media, commenting on the irony of the situation. Then other people commented on how naïve those people were. Then, people said, “Stop being mean. How was I supposed to know? It’s a really clever ad.”

Apparently, Communication Arts agreed.