A teenage girls voice over describes how close she is with her friends and how they would do anything for her. Simultaneously we see 4 teenagers in a car3 of them have worried looks on their faces. The last girl we see is passed out with mussed makeup and vomit on her face. The car pulls into a hospital driveway and the kids drag out the unconscious girl and leave her on the sidewalk. Two orderlies run out and find her. End card: Meth, Not even Once.
Philosophy
Through juxtaposing a voice-over expressing positive thoughts, with on-camera action depicting the opposite and quite violently so the brutal effects of Meth on peoples lives was brought into sharp focus. The spots were shot in one take, underscoring their real story nature.
Problem
Through previous campaigns we had already communicated the adverse physical effects of Meth. This time around we needed to communicate the more emotional effects of Methand that Meth affects not only the user, but all the people in the users life. His family, his friends, his loved ones.
Result
Campaign has only been running for a few weeks. No reliable results yet available.