Brief

Reduce overdose deaths amongst intravenous drug users.

Research

Focus grouping with users, ex-users, service providers, stakeholders and families revealed an audience unresponsive to traditional media and with a complete mistrust of authority.

Approach

Prioritise authenticity to gain trust. Employ tactics and terminology calculated to distance the campaign from 'establishment' or 'authority'. Develop creative executions that approximate to user-to-user communication. Stimulate word-of-mouth transmission and co-opt audience as messengers. Engage with users not currently accessing services.

Tactics

Sanctioned refaced graffiti in drug hotspots. Low-tac stickering. Telephone boxes. Roach cards. Website. Leaflets.

Awards

Best Social Marketing Intervention
Runner Up, AHC awards 2007.

Results

• Extensive media coverage
• Presented as social marketing best practice by Chief Executive of LDAAT
• Adoption of campaign by Young Addaction to reduce overdose deaths amongst addicts aged 18 and below
• 15,000 leaflets distributed to methadone clinics, needle exchanges, homeless hostels, police stations and probation service providers
• 30,000 stickers distributed in needle packs and via needle 'hotspots' such as public toilets, bus stations etc
• 15,000 ‘roach cards’ distributed by drug workers and volunteers