Idaho creative agency, Drake Cooper, has followed a striking anti-drug campaign with another – one shocking, one coaxing. Fentanyl: All It Takes Is Everything won a slew of awards and had a two-year run. The campaign relied on the shock value of having teens spell out in phone messages the lethality of fentanyl in the counterfeit party drugs they obtain.
This year’s campaign doesn’t depend on shock value. It relies on making people want again what drugs take away from life. Each 15-second ad (14 so far) is a snippet of a simple pleasurable activity – sunset runs, harvesting tomatoes, yoga, playing football…base jumping and the wind in your hair. There are no drugs shown, no drug taking shown. Midway through each commercial a title, “This is an anti-drug ad”, appears.
The campaign received support funding from the Idaho Millennium Fund, and was produced in six weeks with contributions from 14 cinematographers, videographers and creators across the state.
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