A recent drug misuse campaign developed by The Hub has been recognised for its social marketing effectiveness at the AHC (Association of Healthcare Communicators) national conference.

‘OD999’ - a campaign targeting intravenous drug users - was awarded second place in the Best Social Marketing Intervention category. The work was developed on behalf of the Lancashire Drug and Alcohol Action Team to encourage serious drug users to seek emergency help in a drugs overdose situation.

In addition to integrating traditional tactics such as telephone box advertising, leaflet distribution digital media and public relations, The Hub recommended a host of more progressive measures designed to connect with an audience that consumes very little media and has an instinctive distrust of ‘establishment.’

“Focus grouping with drug users, ex-users, service providers and stakeholders revealed an audience that has very little interest in traditional media. It was clear from the outset that most outdoor advertising would be a complete waste of budget with a drug misuse audience this hard to reach.

“Given the distrust of authority we wanted this campaign to rise up from the streets and get as close as possible to ‘user-to-user’ communication. We recommended sanctioned graffiti of needle hotspots combined with low tac sticker to be distributed by ex-users and service providers. We also had 20,000 ‘roach cards’ printed – pocket-sized cards containing 9 ready-perforated roaches, each printed with the campaign message and response mechanism.”

This is the second year running that The Hub’s work has been recognised at the AHC’s annual Communicating Health Awards conference - an established event that celebrates the best in health communications throughout the social care sectors. Last year’s ACH’s Hard to Reach award saw The Hub’s ‘Get it On’ campaign, a campaign to encourage safe sex amongst young drinkers produced on behalf of Preston PCT, receive first prize.

In addition to drug misuse and safe sex, The Hub has recently completed campaigns targeting a range of other hard-to-reach audiences, including the long-term unemployed, immigrant populations, people suffering from mental health issues, single parents and those on probation.

“We understand the ways in which branding, advertising and design can change people’s perceptions, and ultimately, behaviour,” Steven adds. “We feel passionately that the full force of this power should be applied to efforts for social change and see no reason why we can’t use our skills to drive this agenda forward whilst building a well-respected creative agency.”