The Challenge

Advertising to teenagers requires you to forget everything you thought you knew about young people and actually talk to them. Which turns out, isn’t so bad (it’s a good crop this year). The sad truth about medicine abuse is that teens are more enticed by drugs like oxycontin and cough syrup because the consequences don’t seem to be as severe–when in reality, 60% of overdose deaths are attributed to medicine abuse.

Through focus groups, we found that the teens of today are focused on the facts, and not easily scared by worst-case scenarios or exaggerations. As a result, we pushed this campaign in a different direction than most drug abuse prevention campaigns, and focused on being 100% honest with Idaho teens about the risks associated with long-term medicine abuse.

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CUSTOMER
Idaho Prevention Project

OUR IDEA

“Truth208” was developed as a brand that Idaho teens can trust as a source for information about medicine abuse. Our visuals were fun and irreverent, while keeping the core message intact.

IDENTITY

Not quite adult, but not quite kid–the Truth208 logo and supporting visuals hits the right balance between young and and smart.

TELEVISION

Determined to stay away from scare tactics, we developed a series of posters with quizzes on them–two questions about pop culture, and one question about medicine abuse.

RADIO

Building on the success of the Idaho Meth Project model, we had young adults tell their true stories about medicine abuse and the lies they told themselves while addicted.

WEBSITE

Nothing says “don’t trust us” like a stodgy, official-looking website–so we pushed the visuals to include vintage comics, messy brush typography, and fresh colors.

The Result

The Truth208 campaign is in full swing right now, and we’ll post more results when they come in–but for now, take a look at the artwork we created for the Truth208 campaign.

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Like What You See?

Lithia Ford of Boise
Primary Health