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.

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topics MTVRed Cross

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