Change tack / Although this campaign’s choice of media channels is traditional, the messaging is not. Flying in the face of unsuccessful anti-drug messaging that relies on scaremongering or exaggerating the effects of mild drugs like marijuana, this campaign instead forces casual drug-takers to confront the reality of the drug trade. Young Swedes are socially and environmentally conscious – ‘the environment — from ecology to conservation — has been an integral part of the Swedish curriculum since 1969,’ reports NBC News, and 49% of young Swedes consider climate change when looking for a job, according to a 2022 survey by the European Investment Bank (EIB). The survey also found that 59% of young Swedes already buy second-hand clothes instead of new ones. Towards the end of last year, Swedish activist Greta Thunberg was one of 600 young Swedes to sue the Swedish state, accusing it of climate inaction. But when it comes to recreational drug use, young Swedes’ political, environmental and social values fall by the wayside. By raising awareness of the fact that occasional, casual, and party drug use fuels exploitation, violence, terrorism and environmental damage, Pubs Against Drugs reframes ‘harmless’ drug use and hits young Swedes where they will feel it most.
MCGA (Make copywriting great again) / The campaign is also an example of beautifully economical, punchy copywriting – the juxtaposition of casual phrasing like ‘I only… when I’m with friends’ with stark phrasing like ‘kill Mexicans’ and ‘sponsor gang wars’ is very effective, emphasised by contrasting black and white and slightly distorted typography. Only the pithiest and most poignant of copy can hold its own in ads like these. Take British Airways’ recent campaign, A British Original. The airline created 500 unique print, digital and outdoor executions and more than 32 different short films, which highlight reasons why people fly, from the humorous to the heart-rending. The sparing use of copy (a simple third tickbox following ‘Business’ and ‘Leisure’) was enormously effective and the number of executions gave the campaign the sense of being universally personal.
