At first glance there doesn't appear to be anything strange about the Psychiatric Health Fund Know Drugs ad campaign. The actions are all in line with common drug abuse. Upon closer inspection, however, it becomes immediately clear that each person is taking the drug in question wrong. For instance, one man is seen snorting weed while a girl is caught sniffing ecstasy.
Conceived and executed by Adpeople, an ad agency based in Copenhagen, Denmark, the Psychiatric Health Fund Know Drugs reads, "Make sure you know what you’re doing." It was art directed by Kenneth Kaadtmann with creative direction by Claus Møllebro and Jonathan Lowth. The dark, closeup portraits were shot by photographer Magnus Ekstrøm while Jonathon Taylor wrote the accompanying copy that puts it into perspective.
Amateur Druggy Ads
The Psychiatric Health Fund Know Drugs Campaign Calls People Out
Trend Themes
1. Alternative Drug Use Awareness - There is an opportunity to create effective campaigns that creatively communicate the risks associated with alternative drug use.
2. Personal Responsibility Messaging - Messages that encourage personal responsibility and knowledge when it comes to drug use are becoming increasingly popular in drug awareness and education campaigns.
3. Provocative Advertising Strategies - Provocative and attention-grabbing advertising strategies that challenge conventional thinking around drug use are gaining popularity as a means of effectively communicating new messages.
Industry Implications
1. Public Health - Public health organizations and advocacy groups could benefit from adopting creative new approaches to communicating with young people about the risks associated with drug use.
2. Advertising - Innovative ad agencies that can help shift perceptions around drug use and create relatable, engaging content will be well-positioned to win contracts with brands and organizations working in the public health sector.
3. Education - Schools and educators have an opportunity to adopt more creative approaches to drug education, such as using provocative campaigns and messaging that encourage personal responsibility and critical thinking around drug use.