Tom did an excellent write-up a few months ago about the campaign from dxmstories.org. And this week the campaign got a follow-up.
Dxmstories is about Robotripping, a slang term for taking more than the recommended maximum dose of cough syrups. It can be used as a freely available and cheap drug. With some very unpleasant side effects like vomiting, muscle spasms and panic attacks.
Tom quoted a campaign study about the fact that scare tactics are worse than useless in certain kinds of PSA campaigns. Read it here.
Because that is what was happening in the campaign from earlier this year, focussing on the side effects.
Nothing changed in 2 from the 3 videos which were released this week. Better image quality but still full with vomiting. See them after the break.
One video is interesting, see above. It still has the unpleasant shots but it is interactive. It is a small story about guy and his razor. Scary because playing with a razor is not a wise thing to do while doing a trip.
The video is interesting because it forces the viewers to think about their role. How to interfere.
The campaign don’t give answers but al least the interactive video is a step forward.
CHPA (Consumer Healthcare Products Association) and the Partnership for a Drug Free America
Tribal DDB San Francisco
Executive Creative Director : Keith Ciampa
Associate Creative Director: Matt Klug
Senior AD: Shawn Gurzcak
Senior CW: Reid Hultman
AD: Sean Flores
CW: Justin Peele
Director of Content Production: Frank Brooks
Interactive Producer: Christian Colasuonno
Director of Technology: Brian Jeremy
Business Director: Jenny Leonetti
Director Social Media: Matthew Nelson
Live-Action: Moxie Pictures
Directors: Henry & Rel
Executive Producer: Robert Fernandez
Line Producer: Melody Roscher
Creative Director: Chad Turner
Sr. Producer: Chris Edmonds
Exec. Producer: John Ettinger
Editor: Brian Lagerhausen
Sound Design: One Union
Engineer: Matt Zipkin
Telecine: New Hat
Colorist: Beau Leon