The latest anti-ice campaign is encouraging individuals to help the police to fight the spread of crystal methamphetamine by depicting the impact the drug is having on communities.
The campaign features four different drug-related scenarios, all of which put the viewer into the scenes as a third-party observer. The aim is to generate awareness of Crime Stoppers’ anonymous service and empower people to report drug-related activity.
The campaign particularly focuses on the dealing and manufacturing of the drug and was led by the insight that many people are quietly aware of the drug-related activity that is taking place in their communities.
Richard Morgan, executive creative director, 303Lowe, said: “The campaign is driven by the insight that the best people to have information about drug dealing and manufacturing are the people who already know someone. Whether it’s a friend, a neighbour, a guy at the pub, someone who has started somehow mixing in their social circles or even a friend whose addiction has turned into dealing. These are the people on the frontline within the community who can help the police and save lives.”
Detective superintendent Tony Cooke, NSWPF drug squad commander, said: “The ice problem is a real issue to us, not only for policing but also for the community more broadly. We cannot do our job without information – that’s why this campaign is so important to us.”
The campaign launches on 7th June with activity running across digital media, social media, out-of-home and press.
Client: NSW Police Force
Agency – 303Lowe
ECD: Richard Morgan
Art Director: Salvatore Cavallaro
Copywriter: Dave Biddle
Managing Partner: Matt Clarke
Business Manager: Meredith Raskopf
Designer: Paula Cardona
Finished Artist: Josh Buchanan
Head of Art: Adam Whitehead
Agency Producer: Louise Reimnitz,
Photographer: Sean Izzard, The Pool
Producer: Petrea Lambert, The Pool