Red Cross teams with MTV to communicate risks of drugs

The Red Cross has for the first time teamed up with MTV to launch a campaign promoting its youth focused Save-a-Mate program.

The national youth initiative aims to help young people make informed decisions about the risks associated with alcohol and drugs.

MTV Australia staff took part in a company-wide initiative to come up with a creative concept that would communicate the Save-a-Mate message “Look after your mates” in a way that would resonate with MTV’s 16-24 year old audience.

The ads ‘Club’ and ‘Dickhead’ were selected out of a total of 10 concepts. The campaign is running on-air on MTV Australia, its website and the  Save-a-Mate site.

Belinda Stedman, Red Cross national youth health and well being coordinator, said: “The obvious synergy between save-a-mate’s target age group and MTV’s demographic was ideal when communicating the program’s health and harm reduction messages to a youth audience and we jumped at the chance to work with MTV.

“By working with MTV we are able to take save-a-mate to a far broader and more diverse youth market than we can ever achieve using our existing resources and funding.”

Credits:

‘Club’ ad

• Concept: MTV staff
• Director/Producer/Editor ‘Club’ – Andy Wallace – MTV
• Music: Wes Chew – Sonar music

‘Dickhead’ ad

• Concept: MTV staff
• Director/Producer/Editor ‘Dickhead’ – Yvette Paxinos – MTV
• Music: Limb Limb – Golden Fang

Tim Burrowes

Tim Burrowes is the founder of Mumbrella. At various points he's been editor, content director and editor-at-large of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK.

Linkedin

topics MTVRed Cross

Share Tweet Share

Got a tip?

Send Mumbrella your thoughts or provide us with more information by filling out this form. Any tips or comments will go straight to the Mumbrella editorial team. You don't need to include your details, but if you want us to reply, please include a valid email address.

• Name
• Email
• Message*
• CAPTCHA
• Email
  This field is for validation purposes and should be left unchanged.