Cannes Lions

ANTI-DRUGS

JWT, New York / PARTNERSHIP FOR A DRUG FREE AMERICA / 2006

Film

Overview

Entries

Credits

Overview

Description

Methamphetamine has quickly grown into the worst drug problem in America. To prevent any further spread, our goal was clear: Increase the perception of the real dangers of meth. This led us to create a campaign for the Partnership for a Drug Free America speaking to teens and communities with impactful messages that work at the grassroots level. Documenting relatable former addicts, we shared the real dangers of meth and directly confronted people with a problem that otherwise seems distant.

Ultimately, we brought the crisis into everyone’s life for a few powerful moments and with two powerful words: End Meth.

Execution

The “End Meth” campaign consists of three major parts: a television campaign, radio campaign and a fully integrated website. Television and radio launched at approximately the same time, spreading tragic, real-life stories that shared the dangerous toll meth took on each featured individual. From there, viewers and listeners were directed to the web where they could learn each person’s tragic tale in their own words. In addition, visitors could view a documentary style interview, read handwritten stories, download posters to hang throughout their communities and access information for support and education.

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