ingenious #CookinWithMolly PSA Calls attention to risks of celebration medication
the center-piece online video takes a tongue-in-cheek solution to teaching with out lecturing.
Working with DDB Canada, Toronto Crime Stoppers, a collaboration between Toronto police, group and media, has unveiled a drug awareness PSA referred to as Cookin’ With Molly.
the public service campaign urges 15-25 yr outdated leisure and birthday celebration drug users to be more vigilant about MDMA, more popularly known as Ecstasy or Molly.
The PSA, directed through Michael Downing of companions movie, brilliantly marries the cooking show motif with the tried and real “that is your brain on medicine” way to anti-drug messaging.
in the spot, we see a jubilant “chef” — in an accurately seedy environment — who takes us thru his recipe for creating the most effective tablet. The spot closes with “Molly will not be the drug you suppose it’s.”
the hassle, to be able to run from January 9 during the end of February, follows the dying of two people on the VELD tune festival last summer season.
Explaining the marketing campaign, Toronto Crime Stoppers Vice Chair Sean Sportun stated,
“We felt compelled to boost awareness about this difficulty to assist make our communities safer. MDMA capsules don’t include a listing of ingredients and in view that they are able to be reduce with the rest from LSD to caffeine, users can by no means be certain of what they’re getting.”
The video is working online and is supported with preroll, newspaper and transit refuge commercials in addition to out-of-home advertising and hashtagged (#CookinWithMolly) social media outreach. The ingenious points consumers to www.cookinwithmolly.com, a Tumblr which at the moment houses just the video but is anticipated to be beefed up with further content material and shareable belongings quickly.
CrimeStoppers unveiled the marketing campaign at a press conference
And it is selling the video, as smartly, on Twitter:
And on fb:
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Of the creative approach to the campaign, DDB Canada Senior artwork Director Craig Ferguson mentioned:
“These party-type drugs have been a rising issue, and Toronto Crime Stoppers wanted to sort out this head on without being heavy-exceeded, so the cooking convey format is meant to be tongue-in-cheek. at the comparable time, this inventive still lets in us to teach folks on the harmful, hidden substances present in MDMA which used to be our key purpose.”
in regards to the creator
Steve hall is a marketing professional, writer, author, community manager, photographer and all-around lover of promoting.
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