NSW Police reach out for community help with new campaign to tackle ice problem
NSW Police is encouraging individuals to help tackle the worsening ice problem with a campaign aimed at highlighting the social impact the drug has on communities.
Created by 303Lowe, the campaign features four drug-related scenarios which place the viewer into the scenes as a third-party observer.
The campaign focuses on the dealing and manufacturing of the drug with the aim of generating awareness of Crime Stoppers’ anonymous phone service.
303Lowe executive creative director Richard Morgan said in a statement: “The campaign is driven by the insight that the best people to have information about drug dealing and manufacturing are the people who already know someone.
“Whether it’s a friend, a neighbour, a guy at the pub, someone who has started somehow mixing in their social circles, or even a friend whose addiction has turned into dealing. These are the people on the frontline within the community who can help the police and save lives.”
Detective Superintendent Tony Cooke, NSWPF Drug Squad Commander, said in a statement: “The ice problem is a real issue to us, not only for policing but also for the community more broadly. We cannot do our job without information – that’s why this campaign is so important to us.”
It is running across digital, social, out-of-home and press.
Credits
- NSW Police Force
- Agency – 303Lowe
- ECD: Richard Morgan
- Art Director: Salvatore Cavallaro
- Copywriter: Dave Biddle
- Managing Partner: Matt Clarke
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More of the tax payers money invested into a war that won’t be won…
Maybe one day we will finally understand decriminalisation is the only solution to the drug issue, have a look at what’s happened in Portugal over the last 14 years since they implemented decriminalisation.
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Where is the statistical data to support the statement “the worsening ice problem”
I’m not saying it isn’t worsening, but feel as though that statement is bandied about pretty frequently without the stats to back it up so would be interested to see what that data looks like and how we quantify the “worsening”.
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@ both sides
Not with that attitude it wont!
Portugal decriminalised possession of small quantities of drugs. Cooking and dealing meth is still very much illegal.
These are great ads and will hopefully help tackle this socially destructive issue. great work!
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I am assuming that our ‘responsible’ government is, however surely a marketing campaign is just one part of a strategy. The strategy should also focus on the socio economic profile of a typical ice addict. If these communities are down and out, as a community, then how can we inject some care into these area’s, so that, long term, we can extinguish any ‘growing’ epidemics. It’s a long burn that a splash on advertising will not sure. We need investment in care, health, education and guess what?
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will not cure*
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