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.