UNIT 4
YOUR ILLEGAL CHOICE OF DRUG
ADVERTISING
WORKED WITH
GIULIA FRASSINE
ANNY HEYDEN
99:1
Is a campaign that intends to reassess the way in which people aged from 16-20 who are in an environment of taking drugs think about drugs and their consumption.
Our aim is not to tell young people off about taking drugs but rather give them an opportunity to play a game in which they will learn about some bad effects of drug consumption whilst having fun as well as having an opportunity to participate and be featured in the next video.
The idea for this campaign was triggered by the fact that we all seem to know about how bad drugs are, but as soon as Friday night turns up we appear to forget that. This pointed clearly at how previous campaigns that aimed to reassess young people's views on this matter using shock or offering help have not been as successful as they should have. So, in an increasingly digital world and our young generation's inherent need for self-portrayal online, we have developed a new concept that will hopefully be successful with young people.
HOW?
Our campaign is mainly based on a game called 99:1 “So what’s good about drugs?”. This game consists of 99 images of drug addicts and 1 picture of a non-drug addict. The aim of the game is to try to spot the good image.
With this game we want to make people think whether 1 high is worth 99 lows.
To take it further and to not remain in the online world, we have created an event called the 99:1 Photobooth which consists of a photobooth that takes a picture of yourself and turns it into the image of a drug addict. Then this picture is automatically uploaded to the website. The image will then be featured in the next video.
THE GAME
Press play to let the fun begin.
THE GAME OUTDOORS
THE GAME EXPLANATION
IPAD APP &