Saatchi & Saatchi, JOHANNESBURG Follow Update

  • The Design Quarter District Building 11 Leslie Avenue East Fourways
  • JOHANNESBURG 2010
  • South Africa
  • Phone: 11 548 6000
  • Fax: 11 548 6001

Chabad Addiction Rehabilitation Centre - "The CARE Centre" - Saatchi & Saatchi

  • The CARE Centre
  • Chabad Addiction Rehabilitation Centre
  • Chabad Addiction Rehabilitation Centre
  • Saatchi & Saatchi
  • South Africa
  • The CARE Centre
Product CategoryAnti-Drug/Alcohol/Tobacco Message
Date of First Broadcast/PublicationJune 2, 2010
Media TypeCase Study
Awards ACT Responsible Tributes, 2011 () for
Creative Director Adam Wittert
Art Director Marais Janse Van Rensburg
Art Director Keshia Meyerson
Copywriter Dhasagan Pillay

Story

This idea used a pre-existing persons on Facebook called Vivienne Stevenson. Vivienne, a popular model with over 500 friends describes over the course of days, a photoshoot with an unknown ad agency. The shoot becomes Vivienne's first exposure to drugs thanks to the ad agency people. Over the following days conservative Vivienne gradually starts escalating her involvement with drugs, through photos and her status updates she picks up a new boyfriend and other dodgy looking people. Concern from her family grows and grows as we see her sink further and deeper into this drug world. Eventually at the height of the drug frenzy we revealed that Vivienne was in fact doing this to highlight the seriousness of drugs and to promote the work done by the Chabad Drug Rehabilitation Centre. What's more Vivienne's story was fictitious. She was at no point in any danger. The campaign generated huge awareness amongst Facebookers and helped create much more publicity for the Rehab Centre.