NSW Police targets ice dealing in a new integrated campaign via 303Lowe Sydney
![NEWPO10001_Metrolite_BackyardCook[3].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2015/06/05080117/NEWPO10001MetroliteBackyardCook5B35D.jpg)
NSW Police is reaching out to the community to help tackle the worsening ice problem in a major new campaign by full-service agency 303Lowe.
The campaign is encouraging individuals to help the police to fight the spread of crystal methylamphetamine, also known as ice, by depicting the social impact the drug is having on communities.
The campaign features four different drug-related scenarios, all of which put the viewer into the scenes as a third-party observer. The aim is to generate awareness of Crime Stoppers’ anonymous service and empower people to report drug-related activity.
The campaign particularly focuses on the dealing and manufacturing of the drug and was led by the insight that many people are quietly aware of the drug-related activity that is taking place in their communities.
![NEWPO10001_Metrolite_LivingRoom[2].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2015/06/04223513/NEWPO10001MetroliteLivingRoom5B25D.jpg)
Says Richard Morgan, executive creative director, 303Lowe: “The campaign is driven by the insight that the best people to have information about drug dealing and manufacturing are the people who already know someone. Whether it’s a friend, a neighbour, a guy at the pub, someone who has started somehow mixing in their social circles or even a friend whose addiction has turned into dealing. These are the people on the frontline within the community who can help the police and save lives.”
Says detective superintendent Tony Cooke, NSWPF Drug Squad commander: “The ice problem is a real issue to us, not only for policing but also for the community more broadly. We cannot do our job without information – that’s why this campaign is so important to us.”
![NEWPO10001_Metrolite_NightTime[2].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2015/06/04223513/NEWPO10001MetroliteNightTime5B25D.jpg)
The campaign will run with activity running across digital media, social media, Out-of-Home and press.
NSW Police Force
Agency – 303Lowe
ECD: Richard Morgan
Art Director: Salvatore Cavallaro
Copywriter: Dave Biddle
Managing Partner: Matt Clarke
Business Manager: Meredith Raskopf
Designer: Paula Cardona
Finished Artist: Josh Buchanan
Head of Art: Adam Whitehead
Agency Producer: Louise Reimnitz,
Photographer: Sean Izzard, The Pool Collective
Producer: Petrea Lambert, The Pool Collective
![NEWPO10001_Metrolite_StreetDeal[1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2015/06/04223514/NEWPO10001MetroliteStreetDeal5B15D.jpg)
16 Comments
c l U n K y headlines
There’s a series of ads from Colenso, on this blog, for their client NZ Book Council.The campaign sets out to remind Kiwis of the power of the written word. Somehow I don’t think they would have the writers of these ads in mind.
NSW Police target 80 year olds and whoever else doesn’t have the Internet by doing a series of print ads nobody will see.
I’m pretty sure my neighbor is a drug dealer.
I’m still not sure I should report them.
Boring , dated and forgettable, aided and abetted by an ill conceived media plan.
Slow headlines
Boring visuals
Overly art directed
These upsets me. Really really bad copy to the point that you cant read them – people would just give up, and the poor old font is small and silly.
It all seems like a waste of money and honestly the agency should (and probably) are a little embarrassed for doing this. Im sure its not just their fault – but all involved need to take some responsibility.
The government should be spending the money on interventions – not pretending they are intervening.
I understand that the fiercely competitive nature of Australia’s ad industry and the consequences of mass redundancies that comes when an agency looses big clients, means that people are reluctant to do anything that might give an edge to their competitor. This obviously includes praising them in any way. However, with this comes the nasty habit of actively seeking to discredit them by criticising their work and it’s so very dull, predictable and boring
@Hi
Embarrassed? For producing work, getting paid for it and keeping people in a job? What is embarrassing about that?
Your comments on the font (typeface if we are being pedantic) ? Give up what? Give up reading them? Why? Would they stop halfway and just go ‘oh, god, this font is so silly, i simply can’t read it’
Too small? Are you a bat? A pirate with a patch? Do you only read from a distance?
Pff
ps, nope, i have no connection with this agency
Nice job guys, great shots Sean. Never seen so much anger in the comments, must be good!
These are not the worst or best PSAs I’ve seen. But if you’re going to burn them in the comments, especially about copy, at least be able to string together a grammatically correct sentence.
It’s bad enough that the above ads are so badly conceived and written, but now we have @simon and @Hi displaying their lack of a proper grounding in the English language.
My lack of proper grounding?
What are you talking about?
Well done.
Why can’t we just be a bit nicer?
seen worse, seen better. chill the fuck out everyone.
Was the Head of Copy away on holiday, when these were written?
Knowing this agency, there would’ve been better ideas on the table.
However, there would’ve been 20 meetings to water them down and make them rubbish.
The CEO pulls the strings and the CD dances.