Drug addiction tackled with petition campaign

GPY&R Melbourne is behind a campaign to tackle the stigma associated with drug and alcohol addiction in Victoria.

The campaign, for charity Odyssey House Victoria, takes the form of a petition to show that addiction affects people from all walks of life.

When someone signs the petition, a live video stream broadcasts the petitioner’s name being printed off in real time. The petition then goes into a box, to be delivered to the government by Odyssey House Victoria.

The campaign is accompanied by a TV ad hosted on the Odyssey House website called The Box, which features a man who tries to avoid the problem of drug addiction by burying the box of petitions. It carries the tagline ‘Addiction doesn’t go away on its own’.