Drug Free Kids Canada has launched a campaign reminding parents to keep talking to their kids about substance abuse—even if the kids don’t talk back.

Developed by FCB Montreal, the “#KeepTalking” campaign includes TV, digital/social, radio and out of home.

“Reminding parents that their presence and efforts do have a significant and beneficial impact is a long-term task, and we believe that maintaining a positive, comforting tone with both parents and kids is the best way to sustain an ongoing, open conversation,” said Chantal Vallerand, executive director, Drug Free Kids Canada.

“As a parent, it’s completely natural to feel like you’re talking in a vacuum as your kids grow up,” said Sylvain Dufresne, vice-president, head of creative, FCB.

“However, statistics show it’s important to continue talking to them and to express openness and caring. Teens absorb every word, so it really does make a critical difference. And that’s what we wanted to capture in this campaign.”