Cocaine use amongst 16-22 years olds in Scotland is on the rise. This campaign for the Scottish Government’s Know the Score initiative set out to inform young people that taking cocaine is more dangerous than they think and so make them think twice about trying it in the future.
Through the use of a central sinister man character and unique deck of playing cards the campaign shatters the perception of cocaine as a risk free, glamorous drug by highlighting the range of unpleasant side effects that can accompany it, demonstrating that “you don’t know what you’re getting with cocaine”.
The multi media, integrated campaign, was led by cinema advertising and supported with video digital activity on social media sites such as Facebook and Spotify. Posters also ran in targeted social environments such as bar washrooms, cinema foyers and buses.
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