Young viewers switch off when it comes to shock tactics and hard hitting Government messages. So we developed an integrated campaign that effectively hold a mirror up to young Victorians in denial about drug use. The concept prompts them to think not only about how quickly ice use can escalate towards addiction, but how their actions impact upon their own lives and the lives of loved ones around them.
The results were impressive given the illegal and private nature of drug abuse, with 75% of respondents who had seen the campaign, changing their opinion on the dangers of the drug. More than 1,000 people visited the Help Hub each day and the Drug Awareness Hotline receiving 600% increase in calls for assistance.
Bronze APAC Effies 2015