National Council Against Drug Abuse Singapore 2006
THE PROBLEM:
Singapore has a very real drug problem, despite having some of the toughest anti-drug laws in the world. Years of typical shock tactic advertising had been having a decreasing impact on the problem, as people became used to such graphic imagery.
How could we reach out to drug users in a different way to get them to think twice about what they were doing?
THE SOLUTION:
During our interviews with incarcerated drug addicts, one common theme surfaced. Their biggest regret wasn't the long jail time or the sudden loss of freedom. In an Asian society, their biggest regret was causing the pain and emotional suffering of their loved ones.
We took that deeply emotional insight and turned into some powerfully moving advertising.
The idea is that when you take drugs, it's not just you who has to suffer the consequences. It's also those whom you care and love that have to suffer along with you. A very real reminder from the National Council Against Drug Abuse.
"Courtroom" 30s TVC
"Jail Cell"
Adfest 2006, Bronze, Outdoor Campaign
Cannes 2006, Finalist, Outdoor Media Campaign
"Visit"
Adfest 2006, Bronze, Outdoor Campaign
Cannes 2006, Finalist, Outdoor Media Campaign
"Van"
Adfest 2006, Bronze, Outdoor Campaign
Cannes 2006, Finalist, Outdoor Media Campaign
“Price List” ambient/guerilla media in bars and nightclubs, reminding the public of the stiff penalties for various drugs.
