Oct. 17, 2012, 3:47 p.m. by Leagas Delaney
‘Find Out’ by Leagas Delaney for The Angelus FoundationNew ad campaign alerts youth to the risks of legal highs
The Angelus Foundation has launched its ‘Find Out’ campaign – the first national campaign to inform and educate young people and parents about the dangers of taking ‘legal highs’ and club drugs.
‘Find Out’ consists of an impactful advertising campaign, created by Leagas Delaney, which includes national posters, print and online advertising as well as digital posters at key mainline train stations. A supporting website, www.whynotfindout.org, provides impartial information and advice for young people to help them make informed decisions about legal highs.
The Leagas Delaney-created advertising uses the theme of equations to illustrate, in a matter of fact way, what can happen if you take the drugs. The ads use simple, graphic black-out-of-white text to make statements such as ‘GBL + ALCOHOL = COMA’ and ‘KETAMINE + KETAMINE + KETAMINE = BLADDER REMOVAL’. The website, designed by Vitamin London, also hosts a series of short films showing real-life case studies in support of the poster campaign.
Substances sold as ‘legal highs’ are invariably an unknown quantity. They may be a dangerous combination of toxic chemicals which young people take, believing they are safe. There is a wide range of side effects which include psychosis, depression, panic attacks, heart problems, seizures, coma, loss of use of the bladder and even death.
In the last few years, several ‘legal highs’ such as GBL, Mephedrone and club drugs like Ketamine have been classified as illegal but many uncontrolled and unregulated legal highs such as Benzo Fury and MDAI are still widely available to buy over the internet. These ‘legal highs’ are actively marketed at bright young people, with no warnings about the potential health hazards.
Maryon Stewart, Founder of The Angelus Foundation, says: “It has been completely inspiring working alongside Leagas Delaney as they developed the Find Out campaign to raise awareness about the dangers of legal highs and club drugs. We are deeply grateful for their generosity, significant creative expertise and ability to persuade 7Stars to procure what can only be described as an amazing amount of pro bono media space. Together we will save lives and reduce the chances of millions of young people around the world being harmed.”
Tim Delaney, Chairman of Leagas Dealney says “Anti-drug campaigns usually don't work. But 'legal' highs are dangerous and can kill or produce life-changing side effects. So we felt we had to do something, if only for the memory of the young, bright people who have died after innocently using these 'legal' drugs. The campaign's anonymity allows the stark facts to be seen without any flannel.”
The ‘Find Out’ campaign runs nationally for two weeks from October 16th, with media by Seven Stars. The website www.whynotfindout.org was created by Vitamin London, PR for the ‘Find Out’ campaign is by Mischief PR, and social media is by Katch International.
Creative Director: Tim Delaney
Associate Digital Creative Director: Timo Klaarenbeek
Digital Creative: Kalle Everland
Senior Account Director: Cath Hoey
Agency Producer: Ben McMullen
Agency Digital Director/Producer: Amy Chalkley
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