ADF tackles addiction, playfully

16 March 2017

Creative Agency: Edge

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Edge and ADF talk pHARMaceuticals in latest campaign.

The Alochol and Drug Foundation (ADF) and creative agency Edge have launched a campaign which satirically tackles the harm in pharmaceuticals.

Thespot aims to remove the stigma around the misuse of drugs and alcohol and instead create social change by parodying the everyday use of potentially harmful medication.

Edge ECD Matt Batten said that sicknesses can not simply be treated with 'graphic animations' and 'busy mums'.

“The intent of the film is not to cause consumers to abandon medications entirely, but uses pharma-speak to make consumers consider the serious complications of continued use,” says Batten.

The campaign will run across OOH and online.

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