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Gold winner Scottish Public Service Awards -
Scottish Drug Forum

An ad campaign alone can’t save a life, but it can help to show you how.

An ad campaign alone can’t save a life, but it can help to show you how.

The Brief

Scottish Drugs Forum asked us to create an integrated creative campaign to launch across TV, Radio, OOH & Online. Our brief was to raise awareness of Scotland’s drug death issues, educate on how the general public can spot the symptoms of an overdose and how they can intervene before it’s too late.

The Insight

There is a deep-rooted stigma around opioid-related drug use and the perception of users in Scotland. But thousands of people die preventable deaths every year. Many people would want to intervene if they believed they could save a life, they just need to know how to do it.

Work

How to save a life.

To break through negative preconceptions, we positioned the campaign as instructions on how to save the life of someone in need.

We crafted the creative strategy, copy, animation, radio and music licensing and production – and worked alongside Motion Designer Andy Tomlinson and SDF’s in-house Design Lead to create a look and feel for the campaign and its visual assets. The campaign launched in September 2021 and ran across TV, Radio, Print, Outdoor, Digital & Social.

In November 2022 the campaign won gold at the Scottish Public Service Award and on launch of the campaign, the number of THN: Naloxone Kits requested then distributed, increased by 75%. 98% of all PR presented a positive view of the campaign.

The campaign was the largest and most extensive mass media campaign on drugs ever delivered in Scotland and the first to focus on drug-related deaths internationally. The campaign  successfully raised awareness of drug-related deaths as a public health issue, improved  knowledge of the signs and symptoms of an overdose and increased the national supply of  THN.