GGD: GHB Commercial
Passing out on GHB is regarded as quite normal in certain club scenes. The GGD (Association of Community Health Services) asked Khanna \ Reidinga to remind people that this is actually not very normal. When doing research, the agency quickly found out that GHB users have little in common besides their passion for minimal house music; they find and share it on Youtube and Facebook. With this insight the agency sought a partnership with minimal DJ Boris Werner – quite a boss in the scene. He made a special track, called Passed Out, with matching video that refers to a dedicated website with tips on how not to pass out on GHB. The track is quite catchy and you can easily imagine how it will find its way through the scene. To support the campaign another video was created in which key figures from the Amsterdam dance scene reflect (in Dutch) on how tricky a drug GHB is.