Scotland Drugs Forum

How to Save a Life

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.