July 11 2021, 1:05 pm | BY Ricki Green | No Comments
Today, 303 MullenLowe releases this new tongue-in-cheek, animated education campaign for the Mental Health Commission’s Drug Aware. The campaign carries a single message to young Australians aged 15-24 years old that 4 out of 5 of them don’t do drugs.
The music-led campaign is based on the premise of the ‘Little White Lies’ that are told as part of life – growing up, and as adults – to get us out of tricky or awkward or embarrassing situations. When it comes to taking drugs, the reveal concludes that despite the white lies young Australians might tell their mates about it to fit in, or ‘be accepted’ the fact is that drug taking is less common than people think, and that contrary to popular belief, the majority of young Australians just don’t do it.
December 17, 2020 9:24
Drug Aware is hoping to educate young Western Australians about the potential harms of MDMA use, in a targeted, animated campaign.
It is estimated that two-thirds of summer festival attendees use MDMA. Instead of telling festival-goers to say ‘no’ to the use of MDMA and other popular party drug, the campaign takes a different tack by encouraging people to ‘party smarter’.
The campaign launch coincides with ‘Leavers Week’, and is targeting young people through online video, social media and audio. Tactical out-of-home will also support the campaign at festivals and event venues.
Hannah Samsa, manager of public education and health promotion at Mental Health Commission, said: “We know that the potential harms of drug use – including MDMA -are a result of an interaction between the person, drug and environment.
December 16 2020, 12:23 pm | BY Ricki Green | 8 Comments
With summer fast approaching, Drug Aware tasked 303 MullenLowe Perth with developing a new campaign that would educate West Australian festival and event goers about the potential harms of MDMA use and encourage Aussies to take action and reduce their risk.
Says John Linton, head of planning at 303 MullenLowe: “When it comes to drug use, knowledge is power. The problem we uncovered was that much of the public discussion and media commentary around MDMA, painted unknown contaminants as the major threat, which dangerously underplayed the real harm that the MDMA itself can cause. What’s more, this was leading event goers to seek out purer MDMA options in the mistaken belief they were a safer option.”