Don’t Let Meth Take Our City

The problem: Meth addiction plagues many populations within LA County. The Department of Public Health asked us to get the public thinking about an unpleasant reality that many Angelenos struggle with in silence every day, and to help those struggling with meth addiction to get the help they need.

The solution: We built a two-pronged campaign which tackled the issue from two directions: prevention and recovery. And what better way to get Angelenos to connect with the realities of meth addiction than by producing our campaign as if it were a blockbuster event?

Upon reviewing the research on why people resort to methamphetamine use, we felt particularly compelled by data that showed many people reported using meth as a sort of performance-enhancing drug to cope with the non-stop, real-life drama of trying to make it big in L.A. Our first spot, titled “The Struggle is Realer Here,” headlined our prevention effort and was accompanied by hard-hitting yet aspirational print, digital, and out-of-home creative.

Out-of-home

Digital

Website

credits

Client: Los Angeles Department of Public Health
Creative Director: Bruce Dundore
Art Directors: James Kevich
Copywriter: Emily Levant
Video Production: Beyond the Porch