GPY&R Melbourne and Victorian charity Odyssey House have launched ‘The Petition’ designed to challenge the stigma of drug and alcohol addiction.
‘The Petition’ follows on from the ‘The Box’, a TV spot for Odyssey House Victoria.
The Box was developed to challenge the stereotype around the types of people who are affected by alcohol or drug addiction. Patts worked with Odyssey House to show how addiction affects people from all walks of life including young, old, parents, singles, friends, co-workers, the people you love.
‘The Petition’ asks people to recognise that addiction doesn’t go away on its own, and sign their name in support of this cause. With an Australian dying every 24 minutes from their use of drugs and alcohol, it also calls on the government to tackle the issue of addiction in Australia.
Upon signing the petition a live video stream broadcasts the petitioners name being printed off in real time by a dot matrix printer, straight into a box, to be delivered to the government by Odyssey House Victoria.
The campaign is also supported by social sharing through Facebook.
Credits: client Odyssey House, agency GPY&R Melbourne, ECD Ben Coulson, copywriter Katie Britton, art director Paul Meates and Nicholas Sellars, director Stephen Carroll, production company Exit Films