“Cocaine Unwrapped” is a film by Rachel Seifert, exploring cocaine and the international distribution of the drug as well as the money that makes it happen.
Leo Burnett London is promoting the film with a new campaign including a piece of sound design that transforms the snorting of a line of cocaine in London into an execution somewhere in Mexico.
The first 90 second film, ‘Run for your Life’, explains the deaths with the lines ‘For every line of cocaine snorted in the UK, a life is taken in South America. You can’t ignore what’s under your nose’.
The second film shows how Colombian people are being explored because of cocaine, and how we’re fuelling ‘the machine’ and how not to ignore what’s under our nose.
For the premiere, Leo Burnett also produced electronic invitations that scroll down a white line to a wrap with the event details and hard copy wraps that can be opened to reveal the information.
‘You can’t ignore what’s under your nose’ hopes to bring the effects of cocaine on those innocent people a little closer to home.
I’m not a fan of Mothers Against Drunk Driving. People look at me funny when I tell them that, but I simply don’t trust their motives. If they were focussed on convincing people not to drink drunk, I’d fully support them. But I tend to agree with Sociologist David J. Hanson that their true goal is nothing short of prohibition.
And so this new campaign tries to frighten teens out of drinking by telling them it will put them into bad situations when they inevitable pass out at a party.
The United States Centres for Disease Control & Prevention (CDC) launched this $54 million shock campaign to try to confront smokers with the possible physical effects of cigarettes on the human body.
The first ad features Terrie, a 51-year old former smoker who “talks about how she gets ready for the day after the effects of treatments for throat cancer caused her to lose her teeth and hair, and to have a tracheotomy”.
Another shows a number of people dealing with tragi-comic life challenges after a smoking-induced tracheotomy.
I am typically skeptical about the efficacy of this approach on smoking cessation, but Ad Age reports that CDC Director Tom Frieden tested the ads for a year, monitoring the impact. He concludes, “wherever we showed the ads the most, people stopped smoking in the greatest numbers. It was a dose-response relationship.”
This is a follow-up from the award-winning ‘Papa wag vir jou’ campaign we wrote about in 2010. It is from Brandhouse, an alcohol beverage company in South Africa.
The message is clear and simple just like two years ago: “Who’s driving you home tonight? Never drink and drive.”
The campaign might be shocking for viewers outside South Africa. It shows the harsh reality in South African prisons. It can be the place to sleep after drunk driving.
I talked to Johan Jonck today about this campaign. Johan is the man behind ArriveAlive.co.za, the South African road safety information portal.
I asked him if drunk drivers always go to prison in SA. Johan: “No - our law enforcement on road violations in SA not up to scratrch I am sad to say… The problem is that you may be kept overnight in a cell with 24-30 other inmates for far worse offences..and this is why we find gang rape etc.”
In this stage the campaign contains 1 tv-spot, 6 print ads and a Facebook app. The digital is still being rolled out. And there are more video’s on the way. We will publish them when ready.
With the Facebook app viewers can send a personalized video to a FB friend.
Gaurav Baid, a fellow member of the Adrants Facebook Group, posted this clever ambient campaign from India of unknown vintage.
As the helpful supers explain, in India it is still legal for shops to sell loose cigarettes. So, like the bottle openers that used to be installed on every Coca-Cola or Pepsi cooler in the days before twist off caps, so does every smoke shop have an electric lighter for the convenience of buyers.
To surprise smokers at the peak moment of their drug fix, Ogilvy installed new lighters that broadcast the Hindu chant, “Ram Nam Satya Hai” (The name of the god Rama is truth) which Wikipedia describes as “commonly chanted while carrying a dead body to the cremation ground in India and Nepal. This recitation implies that the dead body no longer sustain the truth (breath) which is Ram Nam. The dead body devoid of the breath or Ram Nam has no value whatsoever.”
This lightweight but entertaining campaign from Switzerland shows the many pitfalls of binge drinking, from trying to drive drunk (and being stopped) to sexual dysfunction, run-ins with the law, social embarrassment and personal injury.
I’m not sure the message is crystal clear here, however, because many of these consequences are comical. Who hasn’t heard a young person brag about their own “war stories” of extreme drunkenness? (The “too drunk to” scenario, below, was even memorialized with its own punk anthem.) With the exception of the car keys, all the others just seem like inconveniences. Is that really going to change anyone’s behaviour?
Being a Swiss campaign, the ads had to work trilingually. German, French and Italian versions of all five ads (what a media trafficking nightmare!) are all posted on the campaign YouTube Channel, although the visual scenarios are pretty universal.
See the other three German versions after the break.
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.
Human trafficking – it is the new slave trade, an action many of us thought be extinct after the US Civil War. But it is worse than ever, not least because many of the victims hand themselves over to get out of economic and political peril. They want to…
I recently had the privilege of being invited to speak and participate in the 2012 Design Ethos Conference/Do-ference at Savannah College of Art and Design. The creator of the conference, Scott Boylston, is a longtime friend in the relatively small socially conscious design community and I was delighted that…
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