What's Your Fix

INTEGRATED ANTI-DRUG CAMPAIGN

THE CHALLENGE: Traditional anti-drug messaging wasn't connecting with youth. NCADA needed a fresh approach - one that would authentically engage young audiences and build genuine community resistance to drug abuse.

THE APPROACH: We chose to listen rather than preach. Our two-pronged strategy focused on authentic storytelling and community engagement:

1)developed compelling content creating a rich storybank that could reach at-risk youth both online and offline

2) initiated ground-up engagement through co-creation programs, partnering with media professionals, community groups, and youth organisations.

MY ROLE: As Lead Creative, I conceptualised "What's Your Fix?" - a campaign title that challenges youth to consider their role in addressing drug abuse while highlighting how drugs become a destructive "quick fix" that spirals into devastating consequences.

Watching how youth interact on TikTok showed me that authenticity was everything. So we took a risk: creating fictional characters that felt so real, they could've been your classmates or neighbors, sharing their stories through casual TikTok posts that suddenly took a dark turn. Pairing this with actual survivor stories and youth-created content gave us something powerful - a campaign that spoke to young people in their own voice.