The Brand Agency launches hard hitting ‘Meth can take control’ campaign in Western Australia
![Methcantakecontrol_header[1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2015/12/05080608/Methcantakecontrolheader5B15D.jpg)
The Brand Agency, Perth has created the first phase of a new Drug Aware branded “Meth Can Take Control” health campaign, launching across Western Australia this December.
Three confronting online films – ‘Relationships’, ‘The Law’ and ‘Health’ – will run in 90 second and 30 second formats.
Each film tells a real story depicting the traumatic effects of meth on the user and their loved ones. The stories are told in reverse and at the end of each film we see how the user made one decision that led to terrible consequences.
The films represent the debut of director Matt Pitcher, produced by Beatrice Masia for Open Spaces Productions.
There are also ten radio commercials, four expert videos, four outdoor executions, collateral and a campaign website. Each ad directly links people to where they can get help.
People who use amphetamines in WA are now using a more potent form, Methamphetamine (meth), and using more frequently, which is resulting in a greater level of harm being experienced.
Meth-related harm is a significant problem for those affected by its use and those close to them, so this new campaign aims to prevent and/or delay meth use and encourage people to seek help earlier.
It is based on real stories and experiences of people across Western Australia who shared their experiences so they could help others stop meth taking control. The people who have shared their stories have not been used in the advertising in order to protect their identity.
The integrated campaign targets at-risk young people and users aged 17-25, as well as the parents, families and friends of meth users, across a range of online, social and offline platforms.
“Tackling a complex issue such as Meth was an enormous challenge. We resisted being overly dramatic as we wanted to base the stories on actual users’ experiences. By showing the stories in reverse, we highlight how one bad decision can result in someone’s life unravelling out of control,” said The Brand Agency creative director Craig Buchanan. “We wanted to give WA-based director Matt Pitcher the opportunity to create something really authentic and he has delivered in spades.”
The campaign was developed with the support of the Methamphetamine Campaign Expert Advisory Group and many other partner organisations. It was rigorously tested to ensure credibility and believability.
Agency: The Brand Agency, Perth
Creative Director: Craig Buchanan
Art Directors: Nathan Teoh and Craig Buchanan
Copywriter: Melita Masters
Agency Producer: Gemma Kay
Account Director: Emma Kerman
Production Company: Open Spaces Productions
Director: Matt Pitcher
Producer: Beatrice Masia
DoP: Patrick O’Sullivan
Editor: Merlin Cornish, Siamese and Matt Pitcher
Sound Design/Music: Nick Gallagher, Brainestorm
7 Comments
A familiar strategy, that i’ve seen before….different drug ,same idea. It’s easy to ignore this.
Yes, it may not be the most original of ideas, but I don’t think that matters at all in this case. They work because they are executed very well. Powerful stuff. Well done guys.
The director did a great job, but agree that it seems very familiar and because of that fails. Confrontation doesn’t seem to work in this category. Public information campaigns can be very powerful. ‘Dumb ways to die’ is a great example of what can be done. A step change that resonated with everyone, but most importantly its core target audience. This is sadly does neither.
I really really really like these – well done to everyone. So much better than the “Not Even Once” ads.
Someone needs to teach The Brand Agency the difference between drama and melodrama. I think they’ve latched onto the wrong component of what may have made some of their previous work successful.
Sorry mate. I’ve actually had first hand experience with this, in a very bad way. This resonates with me.
I agree with all the above comments re how well done these are. Particularly like the fact they’ve chosen to broaden the ‘type’ of user shown, rather than the typical 20ish male usually shown. The thing for me is that you hear stories in the news that are so much worse than these ads depict – mother teaching kids to steal handbags, 21yr old breaks into house and decides to murder a baby for no particular reason, numerous awful murders, couple smash an 80 year olds face in for his wallet, people you wouldn’t expect (Neville Wran’s daughter) – all badly unhinged on Meth. I just wonder if the true stories might have been more compelling and hard to dismiss. Then again perhaps the majority of users might see something like that and think – hey I’m not that bad, I’ll keep on for a while. Don’t know which is the better way, but do hope these ads work.