New Synthetic Drugs. Real Damage.
The campaign aimed to make users and dealers aware that New Synthetic Drugs are now illegal and no longer available in certain stores. We were also tasked with community education, to recognise signs of use.
We used the traditional media channels, but found that targeting online buyers was the big opportunity. In a world first, we negotiated with Google to buy the search terms for “synthetic drug names” targeting user searches and dealers online, inadvertently driving them to our website.
Targeting bars, and workplaces offering drug tests, they were issued ‘Fake Deals’ packages made to resemble the real drug packaging. They didn’t contain chemicals, but a mini flyer.
Results were immediate. Over 60,000 visits to the campaign site resulted in over 50 reports of illicit trade and Crime Stoppers Queensland acknowledged the campaign as having contributed directly to a 34% increase in drug related charges.
Copywriter: Charles Schaefer