Challenge:
Target youths at risk of falling prey to the party drugs culture.
Change:
Deliver the anti-drug message via a street-art campaign, leveraging the talents of a prominent street artist. The campaign overlays aspiration-driven images of real advertising with the very stark message of going to prison for drug related offences.
Check:
Winner of Silver at the Asia Pacific Digital Media Awards and a Silver at the 2008 Singapore Effies. Ranked first in the whole of Asia Pacific for “Best use of Media in 2007” by Media. The campaign also received many positive responses from the youths and members of the public.
Visit the website: www.ifyouplayyoupay.com.sg