‘Drug Test Poster’ utilized the very traditional media of a drama poster to create a completely unexpected result called a drug test strip. Additionally, this goes beyond the role of traditional posters to inform facts and improve awareness. ‘Drug testing posters’ are an advanced form of media that makes people take action immediately and has a direct impact on society.

South Korea is no longer a drug-free country. The number of drug offenders has increased by 134% over the past five years, and the number of teenage drug offenders has increased by 53.9% in just a year. This particular increment is deeply associated with the easily accessed drug sites from social media – only taking 40 minutes to get your hands on drugs.

There have been frequent drink-spiking incidents in night clubs, where women were drugged without them knowing to be sexually assaulted and harassed. Students in private cram schools were also tricked into drinking drinks laced with drugs as a concentration drink for studying.

In order to address this problem thoroughly, JTBC television series "Strong Girl Nam-soon" decided to step in and make change.

In line with the television series’ storyline of taking down drug cartels in Gangnam, the official poster for “Strong Girl Nam-soon” was turned into actual detachable drug test strips.

With the technological support from a medical diagnostics company – from designing the material of paper, ink to developing the perfect printing temperature in order to make the drug test strips possible on poster – it was possible to develop an interactive poster containing test kits to detect any drug use of a suspicious drink or alcohol in just a minute.

The “Drug Test Poster” contains 27 detachable round-shaped drug test kits. The test kit is easily separable from the poster so that people can take and keep it with them freely. Place a drop of the drink on the kit, the color of the test kit changes to green if the drink is drugged.

Korean television series "Strong Girl Nam-soon" revolves around a mother-daughter heroes across three generations with superhuman strength sweeping drug crimes around the Gangnam district in Seoul, South Korea.

The campaign was specifically designed to practically help to raise awareness and stop drug crimes rather than using drugs asan excuse for provocative marketing to receive higher viewership ratings of the show.

Gangnam district was targeted for the campaign where drug crimes in Seoul most commonly occur and the series mainly take place, focusing on helping young generation including women and students who are mostly vulnerable to drug crimes.

From October 7 to November 26 while the drama was aired, the campaign was executed in Gangnam district, Seoul, where the drama mainly takes place. The “Drug Test Posters” were specifically distributed in areas where young females and students flock including subway stations, bus shelters, theaters, private institutes, internet cafes, hair salons, coffee shops, plastic surgery clinics, and 20 universities.

Within a month of the campaign, all 1,000 drug test posters ran out. Major domestic, international news channels, and media reported about the campaign with the headline "The Good Influence of Television Shows(K-drama)". Over 50 reports and articles were published. Positive posts and responses about the drug test posters were uploaded on social media, and the National Police Agency officially supported the campaign in recognition of its authenticity and effectiveness.

To respond additional inquiries for posters from individuals and organizations such as schools, private institutes, hospitals, and government offices, the posters were additionally distributed to people in demand. Hence, proper locations that met the campaign's criteria were selected to distribute additional posters for use. From the topicality of the Drug Test Posters, "Strong Girl Nam-soon" recorded a 11.1% viewership rate in the Seoul metropolitan area and ranked in the top 5 in non-English language television shows on Netflix.

‘Drug Test Poster’ utilized the very traditional media of a drama poster to create a completely unexpected result called a drug test strip. Additionally, this goes beyond the role of traditional posters to inform facts and improve awareness. ‘Drug testing posters’ are an advanced form of media that makes people take action immediately and has a direct impact on society.

In the Gangnam district, there have been incidents where women were drugged and sexually assaulted at clubs or students were handed spiked drinks, deceptively labeled as ‘brain-boosting drinks’. Based on this data and insight, we decided to solve the spiking drinks problem, targeted young women