| Title | Freedom |
| Agency | LXB Communication Marketing |
| Campaign | Don't switch to injections - Direction de la santé publique de Montréal |
| Advertiser | Direction de la santé publique de Montréal |
| Brand | Direction de la santé publique de Montréal |
| Posted | September 2005 |
| Business Sector | Public Safety, Health & Hygiene |
| Tagline | Pourquoi commencer? |
| Story | A series of six (6) posters showing the different effects injectable drugs may have. Use real youth street people people to illustrate the point and no beating around the bush. |
| Philosophy | Media: this poster campaign was only seen by the targeted ytouth, in select areas (parks, back alleys, garbage bin dumps, etc) where they hang out. Creative: Use a direct, straight-talk and no-nonsense approach to show the fifferent short and long-term effects of switching from soft drugs to injectable ones (Crack, heroin, etc.) |
| Problem | Mandate: Help convince street youth (12-20 yrs.) not to try injectable drugs. Challenge: Develop a guerilla-type poster campaign to be only shown where they gather, and avoid any governmental et moralistic undertones. Say it like it is, period. |
| Result | An unconditional endorsement from street social workers and help centres. The posters, while shocking, helped some youth open up and at least talk about injectable drugs. Some youth stole some of the posters to keep them, as they felt these really talked to them. An endorsement from street youth, as it was not signed, nor did it seem to come from a governmental institution. |
| Media Type | Poster |
| Market | Canada |
| Photographer | Jean-François Bérubé |
| Creative Director | Jean Bissonnette |
| Copywriter | Jean Bissonnette |
| Account Director | Marie-Ève Côté-Pallascio |
| Art Director | Martin Dessureaux |
| Copywriter | Martin Dessureaux |
| Creative Director | Pier Lalonde |
| Copywriter | Pier Lalonde |
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