My Treatment My Choice - "My Treatment"

Havas Sydney

Havas Sydney Sydney, Australia

4995

Title	My Treatment
Agency	Havas Sydney
Campaign	My Treatment My Choice
Advertiser	Reckitt Benckiser
Brand	My Treatment My Choice
Date of First Broadcast/Publication	2011 / 7
Business Sector	Health & Pharmaceutical Products
Story	Aimed at informing the community about treatment options for opiate dependence, the My Treatment My Choice Street Art Initiative was launched on July 28, 2011. The first instalment was created in Sydney's Cathedral Street, Woolloomooloo. Three days later, a second art piece was created in Stephenson Street, Richmond, deep in the heart of Melbourne. Produced over two days and set deep within the urban environs of Sydney and Melbourne, the street art events were aimed at breaking down the complex barriers surrounding the treatment of opiate dependence.The events were designed to create conversation about the treatment choices available to residents of urban communities, who have been marginalized by long-term opiate addition problems, and also to launch an innovative new treatment, Suboxone Sublingual Film. Street artists 'Judd', 'Sirum' and 'Perso & Detch', well known for creating provocative and expressive art forms around the world, collaborated with the agency to deliver an emotional message deep within these urban settings.
Media Type	Case Study
Executive Creative Director	Steve Coll
Art Director	Alex Evangelinidis
Copywriter	Paul Suters
Producer	Mike Gill
Account Director	David Bailey
Illustrator	Darren Cole
Illustrator	Nic Adamovich