A masterpiece from McCann Digital, Tel Aviv: after the “drugs set your timeline” campaign that focused on hard drugs prevention - here’s a new one for the israeli anti drug authority, this time on Weed effects.
In 3 interactive videos, they showed young people talking about marijuana as a deadly drug, and telling it’s the best thing that ever happened to them.
Teen audience can switch freely between the two offered solutions, watch the stories of drug addicts and realize that none of them are actually true, and learn about the real effects of smoking weed.
Take a look here the great interactive page and find out the truth about the Weed http://www.grass-truth.co.il/indexEn.asp
Unwitting passengers have been taken for a ride in a new campaign against drug-affected driving.
In the advertisements, covert filming was carried out by the New Zealand Transport Agency (NZTA) over four days last year, involving more than 100 actors who thought they were being driven to a costume-fitting for a television commercial.
Their drivers were also actors who pretended to be on drugs while driving.
This is the first stage of a long-term behavioural change campaign aimed at reducing the harm caused by drugged drivers. At this point, the initial aim is simply to raise awareness of the issue of drug-driving, create conversations and encourage debate about the issue.
The ads should show the nervous and worried reactions of the unsuspecting passengers, with many offering to take over driving duties.
The drivers told their passengers they were on cannabis, prescription pills, ecstasy or P. “I just had some weed before I came round so I am in a good head space,” one driver told his passengers, as they exchanged (more or less) worried looks.
Approach is deliberately provocative but also non-judgmental. They are encouraging people to talk about a sensitive issue and consider how they feel about it, not telling them what they should think.
It’s a clever concept. But it takes more than cleverness to get through to people.
This latest campaign from The Partnership at Drugfree.org (formerly the Partnership for a Drug-Free America) takes a classic ad gimmick of role reversal to make parents culpable for their children’s drug use. Never mind that the mom appears to be zoned out on OxyContin to begin with — but even non-baked parents have a hard time telling if their kids are into recreational drugs. It doesn’t mean that they shouldn’t try to be good influences who talk openly with their kids about the social and health hazards of the choices they make. But the most overprotective parents, in my own experience, were the ones whose kids were most out of control as soon as they were out of sight of home.
“What parents may not realize is that children say parental disapproval of underage drinking is the key reason they have chosen not to drink.”
That’s the quote from Charles Curie, former Substance Abuse and Mental Health Services Administration (SAMHSA) administrator at the U.S. Department of Health and Human Services, which forms the basis for this beautifully conceived and illustrated campaign from Utah. But what does it mean?
According to recent American data, underage alcohol use is down overall, but 63.5 percent of 12th-graders, and 26.9 percent of eighth-graders reported past year use of alcohol in 2011. Binge drinking was reported by 6.4 percent of eighth-graders, 14.7 percent of 10th-graders, and 21.6 percent of 12th-graders. (Marijuana use, however, is rising.)
So the kids who do not choose to drink do so because their parents told them not to. What about the kids who did drink, and whose parents forbade it? Or the ones who drank without having such rules?
While it’s a great idea for parents to talk to kids about alcohol, drugs, sex and other risky behaviours, the cause-and-effect of this campaign’s overly-simplistic message is just not there. There are no comparisons, no control groups… just anecdotes about kids who don’t drink. It’s a combination of the logical errors of confirmation bias and “survivorship” or selection bias.
Let’s face it: This is another abstinence campaign. And as a parent I “just say no” to such unrealistic social marketing.
The ads are still cool, though. See two more after the break.
Anti-drug campaign is the subject of many associations and organizations to announce the fight against addiction. More and more young people fall into addiction and find no way out alone.
Once you are dependent, is the way back to drug-free life very difficult and requires a strong will and strong support. Self-awareness is the strongest prevention.
The great campaign with innovative use of the Facebook timeline by Mccann Digital, Israel, shows two life paths of the same person, where people can see how the drugs can be extremely addictive, and health- and lifedestroying.
This timeline campaign, Drugs set your timeline made by Mccann Digital for the Israeli Anti Drug Authority, captures the topic of teenager/young people today and uses excellent the tools of the social media.
I’ve been watching this social marketing cautionary tale unfold all week, from the first time I saw it in Jezebel on Tuesday, to Feministing‘s call for a write-in protest campaign on Wednesday, to yesterday’s news on Adland that the offending parts of the campaign had been removed.
What was the big problem?
This:
Included in The Pennsylvania Liquor Control Board’s online ”Control Tonight” campaign, this was part of a series of consequences of binge drinking. In Jezebel’s words, the ad “almost defies parody to make the case that if you drink too much, someone might rape your friend, and it will be your fault. That dovetails nicely into the idea that if you get raped after drinking, you should blame your drunk ass friends. Guys, this sort of thing isn’t helpful.”
Feministing said, “Again we see our culture continuing to teach ‘Don’t get raped!’ instead of ‘Don’t rape.’ And instead of teaching people how to make sure they’re properly getting consent from someone they’re hooking up with, our society perpetuates a mindset that makes women feel guilty for a crime committed against them.”
A version included on the site also blamed the victim’s friends:
An interesting PSA against alcohol abuse by Sweden’s alcohol regulation and distribution agency that contrasts the way hard liquor is marketed versus the way it is often consumed.
As a non-Swede, I was surprised to see whisky (presumably imported Scotch?) as the drink of choice, rather than domestic vodka. Is that some kind of political thing? I’m hoping one of our Swedish readers can provide some context.
And they’re about as harsh as you would expect from the director of the 2000 drugs and desperation drama Requiem for a Dream (who is more recently known for Black Swan).
“Give-a-Shit.org is not like all those other charities. We’re not asking you to give us money. We’re asking you to Give a Shit. Now, don’t be packaging it up and mailing it to us or anything, just pick a cause, and show us what you Give a Shit about”
Nice new idea and yes I have my best thoughts mostly on the toilet too.
We are determined to harness the power of mass consciousness.
But in our frenetic, fast-paced existence when do folk have the time to really care about the problems of the world?
Well, everyone has those moments of God-given contemplation while on the toilet.
The perfect time for people to give a shit is while having a shit.
That’s how the “Give a Shit” movement was formed.
And that’s how caring became sharing as people shared their shit.
A special video featuring Nikki Reed from Twilight:
In the DRC, sexual violence is a community-wide problem. Rape, in the DRC has been used as a weapon of war and sadly continues to increase even after. According to the peacebuilding NGO Search for Common Ground, it is estimated that there are over 400,000 surviving rape victims living…
In the movie Hot Tub Time Machine, John Cusack goes “back to the future” and discovers that his friend Lou has become incredibly wealthy due to a little search-engine-that-could that he aptly named “Lougle.” It’s a fun example of how an individual’s name can become a familiar household term…
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