Connecting with hard-to-reach audiences

People who mix alcohol and cocaine aren’t always aware of the health risks involved – and getting the message to users can be difficult too.

This is why the Havering Drug and Alcohol Action Team asked us to help activate an innovative campaign to provide information and advice to powdered cocaine users about the risks of consuming cocaine with alcohol.

Because of the nature of their audience, the team at Havering needed to use innovative approaches to get their message across. Our eye-catching Whisky and coke campaign included billboards, posters, newspaper advertising and promotional cards, using credit card sized communications designed to appeal to the target audience.

At the end of the Whisky and coke campaign, a survey showed 97% of the target audience recalled the promo cards, while 93% read at least one message and 92% expressed satisfaction with the design. Pretty good hit rate for a tough target audience.

  • Date: 01/12/2008
  • Client: Havering Drug and Alcohol Action Team

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