If you choose to use, check yourself first.

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The GRIP gave us an exciting challenge: discuss the law of effect, informed consumption, and harm reduction related to using psychoactive substances, without judgement, with young adults aged 18 to 24 years old.

Raising awareness, without judgement

The Groupe de recherche et d’intervention psychosociale (GRIP), a Montreal-based community organization that promotes harm reduction and prevention with the goal of informing and intervening in festive environments, hired us to develop a bilingual campaign to raise awareness among young adults aged 18 to 24 about using psychoactive substances. So, what did we do?

Raising awareness, without judgement

The Groupe de recherche et d’intervention psychosociale (GRIP), a Montreal-based community organization that promotes harm reduction and prevention with the goal of informing and intervening in festive environments, hired us to develop a bilingual campaign to raise awareness among young adults aged 18 to 24 about using psychoactive substances. So, what did we do?

A multi-faceted approach

Our main goal was to educate the target audience about the law of effect (i.e. the substance, the individual and the setting) by convincing them to take a step back and question themselves about their consumption habits, with no judgement.

 

To do so, we developed a campaign with various points of contact to reach the target effectively, including:

·     Digital advertising

·     Out-of-home signage, strategically placed in restaurants and bars, colleges and universities

·     Influence marketing, featuring seven content creators sharing their experiences and thoughts about their own consumption

·     Podcasts, particularly three, that discussed drug use from a variety of angles with transparency and sensitivity

·     A colourful and fun landing page that addresses consumption with no taboos

In short? We believe we’ve succeeded in tackling the subject through channels that precisely reach the target audience, while maintaining an accessible, light and non-judgemental tone.

MISSION ACCOMPLISHED!

Here’s what our client, Magali Boudon, Managing Director of GRIP, had to say: “We hope that young people’s familiarity with GRIP will allow this prevention campaign to reach them, so they’ll learn to make informed decisions about their drug use.”

Thank you for placing your trust in us, Magali!

A multi-faceted approach

Our main goal was to educate the target audience about the law of effect (i.e. the substance, the individual and the setting) by convincing them to take a step back and question themselves about their consumption habits, with no judgement.

 

To do so, we developed a campaign with various points of contact to reach the target effectively, including:

·     Digital advertising

·     Out-of-home signage, strategically placed in restaurants and bars, colleges and universities

·     Influence marketing, featuring seven content creators sharing their experiences and thoughts about their own consumption

·     Podcasts, particularly three, that discussed drug use from a variety of angles with transparency and sensitivity

·     A colourful and fun landing page that addresses consumption with no taboos

In short? We believe we’ve succeeded in tackling the subject through channels that precisely reach the target audience, while maintaining an accessible, light and non-judgemental tone.

MISSION ACCOMPLISHED!

Here’s what our client, Magali Boudon, Managing Director of GRIP, had to say: “We hope that young people’s familiarity with GRIP will allow this prevention campaign to reach them, so they’ll learn to make informed decisions about their drug use.”

Thank you for placing your trust in us, Magali!

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