Results and Effectiveness

Raised awareness to and understanding of the consequences of inhalant abuse campaign amongst youths to > 74% from base ZERO! Source: Agency Field Research

Creative Execution

We identified 3 core apertures and built it into our strategic multi-platform approach: - Public transit - Bonding moments - Entertainment A. Opportunizing long transit and dwelling time. We piqued their curiosity by strategically placing hand written letters from ex-abusers and their victims on posters and platform door stickers around youth areas. This was supplemented by running various versions of our emotive films on TVMobile at high frequency. B. Capitalizing on congregation points at teen hangout zones. Media-ambushing the toilets doors of teen affiliated malls such as Heeren, Cineleisure were appropriate for these malls are teens’ leisure pursuits. Research shows the tendency of inhalant abuse behind closed toilet doors thus a crucial preventive buy for us. C. Sharing their socializing and entertainment spaces. Capitalizing on the blockbuster movie season in cinemas and seeding our films on YouTube enabled us to populate our message through their social networks.

Insights, Strategy and the Idea

Objective: Raise awareness and understanding of the inhalant abuse campaign. Target Audience Insight: Teenagers 15-19, highly impressionable and have a strong mindset of anti-establishment. We needed to communicate our message by seeing through their eyes (empathy). While what we said was important, how we said it was of equal significance. Strategy & Approach: Staked out ‘Self-Reflective’ moments though high affinity teen apertures that houses soft aspect of environment – non-intrusive and intimate. Generating targeted reach and talkability amongst the exclusive and knitted group communicating ‘The emotional price of glue sniffing, through the eyes of the teens’