ADF reveals hidden harm of pharmaceutical misuse in latest integrated campaign via Edge

The latest campaign from content agency Edge for The Alcohol and Drug Foundation (ADF) reveals the hidden harm of pharmaceutical misuse.

The ADF aims to prevent the harm caused by alcohol and drugs in Australia by connecting with those at risk through community initiatives, public awareness and advocacy. Rather than punishing or stigmatising those who may be misusing alcohol and drugs, the ADF looks to create sustainable social change.

VIEW THE VIDEO

The latest campaign works to bring to light the hidden harms of pharmaceutical (both prescription and non-prescription) misuse within the Australian population. The figures surrounding this issue are staggering, with misuse resulting in more deaths than Australia’s road tolls.

Creative and content agency Edge worked with the ADF to identify a territory that would drive the most engagement with those who too often reach for a pill as management of their chronic pain, anxiety, stress and insomnia.

The core of the creative idea is “beware the hidden harm of pHARMaceuticals”.

The content film is a parody of OTC pharmaceutical advertising that often portrays the perfect family in their perfect home solving what could be a serious issue with a perfectly simple pill. The seemingly typical ad for a fake product ‘Arisk’ showcases the underlying issues of overusing medications, with the parody disrupted by the campaign’s messaging. The film even includes a pharma-style animation of the pills at work, but affecting a flaccid penis in this case.

The video aims to specifically target medications like codeine and benzodiazepine by using the cold, hard facts that most Australians are unaware of as selling points, including the effects on your overall mood, behaviour and sex drive.

Says Daniel King, MD of Edge Melbourne: “When we started working with the ADF, we were shocked at the scale of the problem, and reassured that the ADF were delivering vital information and services to protect Australians against harm from pharmaceuticals, and other drugs and alcohol.”

In addition to the online video, the campaign includes street posters that highlight one of the key effects of pharmaceutical misuse with a satirical image of pills in the shape of male genitals; and a billboard that brings to light the key statistic that overtaking medication kills more Victorians than the road toll.

Says Matt Batten, ECD of Edge: “Ongoing ailments require more attention than the ‘busy mums’ and graphic animations of pharma advertising would have you believe.

“The intent of the film is not to cause consumers to abandon medications entirely, but uses pharma-speak and context to flip the script and make consumers consider the serious complications of continued use and seek alternative medical assistance. ‘If pain persists, consult your doctor’ as the packaging says.”

Adds Daniel: “We hope the concept, campaign and content will make Australians question pharmaceutical advertising and think twice when next popping a pill.”