Many individuals can recall anti-drug messages from their youth—should you grew up within the U.S. within the Eighties or ’90s, the Simply Say No or DARE campaigns could come to thoughts. However evaluation has since proven that these standard slogans largely failed to forestall drug use amongst younger folks.
A brand new anti-drug marketing campaign in Sweden takes a special method by specializing in the affect on society relatively than the person. Swedish company Åkestam Holst NoA created adverts for the group Pubs In opposition to Medicine (Krogar mot Knark) that focus on younger people who find themselves desirous about points comparable to sustainability, the surroundings and human rights.
The adverts expose the human affect of leisure drug use and hyperlink it to the violence and exploitation of the unlawful drug commerce—exhibiting how partying can assist issues comparable to little one labor or the destruction of rainforests.
Provocative strains embrace: “I solely sponsor gang wars once I’m with associates” and “I solely assist little one labor when there’s something to rejoice.” They may seem on posters at main golf equipment and bars in Stockholm, in addition to on billboards and print adverts throughout Sweden.
Pubs In opposition to Medicine’ marketing campaign speaks to a youthful era who reportedly have a larger curiosity in sustainability, local weather change and social justice. In a 2022 survey from market analysis firm Savanta, youthful folks stated they thought-about sustainability and local weather points when selecting manufacturers or merchandise, which ranked above issues comparable to price of dwelling and psychological well being.
Whereas quite a few manufacturers have tried to capitalize on younger folks’s moral and sustainability issues to promote merchandise, this tactic is uncommon in anti-drug campaigns.
“We all know that younger Swedes need to dwell sustainable lives and make accountable decisions. They eat much less meat, select the prepare over airplane, and ensure to not purchase a shirt that has been produced utilizing little one labor. However they aren’t as conscious of the affect potential drug abuse has on society at giant,” stated Eva Wallmark, artwork director at Åkestam Holst NoA. “Particular person drug use is commonly defined with excuses, comparable to, ‘It solely impacts my very own well being’ or ‘I solely do medication a few instances a 12 months.’ With the brand new marketing campaign, we wish younger drug customers to assume twice earlier than taking celebration medication of their favourite restaurant and bar or when out clubbing.”
Tackling a rising drawback
Pubs In opposition to Medicine deliberate this marketing campaign as Sweden grapples with an increase in gun violence, which criminologists have linked to the unlawful drug commerce. In 2022, a record-breaking 61 folks died in shootings—a one-third improve from 45 deaths the earlier 12 months, in response to the Swedish authorities. Eight out of 10 of these shootings have been linked to felony gangs promoting medication.
Compared, Sweden’s neighbors Norway and Denmark reported 4 capturing deaths every final 12 months, whereas Finland reported two.
Pubs In opposition to Medicine’ analysis discovered that 73% of 18- to 35-year-olds in Sweden have used medication, and 54% stated they used medication not less than as soon as previously 12 months.
Åkestam Holst NoA got here up with the concept for this marketing campaign throughout a repeatedly scheduled night session when the company’s creatives brainstorm options to numerous issues. Whereas anti-drug campaigns often give attention to the consequences to the person, comparable to damaging well being or inflicting habit, this one as an alternative takes a wider societal view, defined Rickard Beskow, inventive and associate at Åkestam Holst.
“If you happen to don’t care about your well being or when you’ve got consumed medication earlier than with out changing into addicted, these sorts of messages is not going to have an effect. So, we determined to make use of a special method,” he stated. “We all know that the goal group need to be seen as ‘good’ people who find themselves making accountable decisions. That’s why we determined to focus on how their option to do medication on a Friday or Saturday is affecting their environment–the surroundings, different folks and society.”
CREDITS:
Company: Åkestam Holst NoA
Artwork administrators: Eva Wallmark, Michal Sitkiewicz, Hugo Wallmo
Copywriter: Rickard Beskow
Inventive director: Joakim Khoury
Account supervisor: Anna Nollendorfs
Planner: Sindra Liebe
Inventive designer: Sara Bellafesta
Movement designer: Ville Askelöf
Head of communications and PR: Gabriel Francke Rodau
