# Controversial Anti Drug Ad Publicis Campaign in Brazil By Wessley Murylo | Published 2008-03-13 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/drugs-use-this-is-what-happens-within-your-head References: [g1.globo](http://g1.globo.com/Noticias/Vestibular/0,,MUL342122-5604,00-UNIVERSIDADE+FAZ+CAMPANHA+POLEMICA+SOBRE+USO+DE+DROGAS.html) & [brazilinhotpants.blogspot](http://www.brazilinhotpants.blogspot.com) This is a [controversial campaign](https://www.trendhunter.com/trends/legitimate-you) against drug use and abuse of alcohol. It can be seen in the corridors and recreation areas of the Mackenzie Presbyterian University in São Paulo/Brazil. It was implemented immediately at the beginning of the new school year raised many a reaction from the students. From morbid, gross, to good, they give you stuff to think and discuss about. Beyond other installations, most of the attention has been focused on waste bins which are decorated with faces of youngsters, with a card at the top of each container that states, “This is what is inside the head of somebody using drugs” and “This is how it looks inside the head of a drug user.” The design of the campaign is from the hand of [Publicis](https://www.trendhunter.com/trends/love-has-no-labels1), a company which takes care of all the public relations activities of the university. According to the vice-president of the bureau, Guilherme Jahara, it was intentional to be controversial. “As drugs have a strong impact, the propaganda about this issue should have a similar impact. I used this argument to sell the campaign," Jahara says. By the way, the photographed faces are not students, but professional models hired by the promotion bureau. Publicis has plans to implement more of these [attention requiring controversial objects](https://www.trendhunter.com/trends/sun-safety-installation) on the university grounds. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 53% | Activity: 71% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Controversial Anti Drug Advertisements:** Disruptive innovation opportunity: Developing innovative and attention-grabbing ad campaigns that provoke discussion and raise awareness about drug use and abuse. - **Proactive Campus Anti Drug Campaigns:** Disruptive innovation opportunity: Implementing unique and controversial anti-drug installations and initiatives on school campuses to confront drug-related issues and engage students in the conversation. - **Creative Use of Waste Bins in Advertising:** Disruptive innovation opportunity: Exploring creative ways to use waste bins as advertising platforms to convey important messages and captivate attention. ### Where This Applies - **Advertising and Public Relations:** Disruptive innovation opportunity: Incorporating controversial and impactful advertising techniques to create meaningful campaigns that address important social issues. - **Education:** Disruptive innovation opportunity: Developing innovative and proactive anti-drug programs and campaigns within educational institutions to promote drug awareness and prevention among students. - **Modeling and Talent Agencies:** Disruptive innovation opportunity: Collaborating with modeling and talent agencies to hire professional models for campaigns and installations that can effectively convey important social messages. ## Related on Trend Hunter - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Vibrant Mental Health Campaigns](https://www.trendhunter.com/trends/free-mind-campaign.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Edible PSA Cookies](https://www.trendhunter.com/trends/diagnosticookies.md) - [Syringe-Based Billboards](https://www.trendhunter.com/trends/injectable-billboard.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Provocative Tequila Campaigns](https://www.trendhunter.com/trends/censored-truth.md)