The Brand Agency launches hard hitting ‘Meth can take control’ campaign in Western Australia

The Brand Agency has created the first phase of a new Drug Aware branded “Meth Can Take Control” health campaign, launching across Western Australia this December.

Three confronting online films – ‘Relationships’, ‘The Law’ and ‘Health’ – will run in 90-second and 30-second formats. Each film tells a real story depicting the traumatic effects of meth on the user and their loved ones. The stories are told in reverse and at the end of each film we see how the user made one decision that led to terrible consequences.

VIEW THE FIRST SPOT

VIEW THE SECOND SPOT

VIEW THE THIRD SPOT

The films represent the debut of director Matt Pitcher, produced by Beatrice Masia for Open Spaces Productions.

There are also ten radio commercials, four expert videos, four outdoor executions, collateral and a campaign website. Each ad directly links people to where they can get help.

People who use amphetamines in WA are now using a more potent form, Methamphetamine (meth), and using more frequently, which is resulting in a greater level of harm being experienced.

Meth-related harm is a significant problem for those affected by its use and those close to them, so this new campaign aims to prevent and/or delay meth use and encourage people to seek help earlier.

It is based on real stories and experiences of people across Western Australia who shared their experiences so they could help others stop meth taking control.  The people who have shared their stories have not been used in the advertising in order to protect their identity.

The integrated campaign targets at-risk young people and users aged 17-25, as well as the parents, families and friends of meth users, across a range of online, social and offline platforms.

“Tackling a complex issue such as Meth was an enormous challenge. We resisted being overly dramatic as we wanted to base the stories on actual users’ experiences. By showing the stories in reverse, we highlight how one bad decision can result in someone’s life unravelling out of control,” said The Brand Agency creative director Craig Buchanan. “We wanted to give WA-based director Matt Pitcher the opportunity to create something really authentic and he has delivered in spades.”

The campaign was developed with the support of the Methamphetamine Campaign Expert Advisory Group and many other partner organisations. It was rigorously tested to ensure credibility and believability.

Agency: The Brand Agency, Perth

Sound Design/Music:  Nick Gallagher, Brainestorm