Campaigns against drug use by young people tend to focus on the dangers to the user. By now, most young people are aware of these dangers, but danger doesn’t scare all young people as much as it should. It’s the “invincible” age.

Young people are, however, concerned about social and environmental issues. So Åkestam Holst NoA’s campaign for Krogar Mot Knark (Pubs Against Drugs), an organisation helping to lower crime and drug use in pubs and clubs, highlights the human rights and environmental impact of recreational drug use.

The campaign shows that weekend drug use supports problems such as gang wars, child labour and the destruction of rainforests by feeding the activities of the illegal drug trade, which are believed to be contributing to a growing gun violence problem in Sweden.

Eva Wallmark, art director at Åkestam Holst NoA, explained, “We know that young Swedes want to live sustainable lives and make responsible choices. They eat less meat, choose the train over airplane, and make sure not to buy a shirt that has been produced using child labor. But they are not as aware of the impact potential drug abuse has on society at large.

“Individual drug use is often explained with excuses, such as, ‘It only affects my own health’ or ‘I only do drugs a couple of times a year.’ With the new campaign, we want young drug users to think twice before taking party drugs in their favourite restaurant and bar or when out clubbing.”

The campaign launched at the end of December in advance of party season.

Credits:

Agency: Åkestam Holst NoA
Creative Director: Joakim Khoury 
Art directors: Eva Wallmark, Michal Sitkiewicz, Hugo Wallmo
Copywriter: Rickard Beskow
Account Manager: Anna Nollendorfs
Planner: Sindra Liebe
Creative Designer: Sara Bellafesta
Motion Designer: Ville Askelöf
Head of Communications & PR: Gabriel Francke Rodau