Street art campaign targets heroin users
A street art campaign has launched to reach heroin users.
Designed by agency Euro RSCG, for consumer product company Reckitt Benckiser, the campaign is to launch treatment Suboxone Sublingual Film.
As the treatment is a category S8 pharmaceutical drug and can’t be named in ads, the campaign is designed to raise awareness of the opportunity for the treatment of the addiction.
Alex Evangelinidis, art director for Euro said: “We were connecting with people who sit outside the boundaries of conventional media.”
Great job, but it only lasted about a week in Cremorne (VIC) before the council workers painted over it.
Needs to incorporate bathroom advertising with CTA take away cards and a telephone number for more information IMHO.
Sure there are plenty of users who have access to a PC to lookup the URL for more information, but more likely they will be able to access the information via phone.
I really like the concept, but “opiate dependence” seems like language that might not really connect with its intended audience.
Great use of media, but I’m not sure the message is bang on target.
Shouldn’t his pupils be smaller?
Mychoice….. isn’t that the Panadol tagline? Unusual choice of words from the producers of Nurofen.
What % of heroin users have access to the internet? Opiate dependence?
I think the term opiate dependence is accurate. Users know their gear.
I know heaps of smack-heads – most of them can’t afford to pay for internet access even at a net cafe – would rather put the money up their arms.
It would have been better with a toll free easy to remember number.
there are plenty of ‘smack-heads’ out there that hold down jobs and go about their daily lives just like everyone else not injecting drugs and thus have access to the internet. Although having said that, a manned helpline would’ve been useful. It’s lazy on the follow-through not to have this set up. Just build a website and leave it seems to be the mantra these days