Street art campaign targets heroin users

A street art campaign has launched to reach heroin users.

Designed by agency Euro RSCG, for consumer product company Reckitt Benckiser, the campaign is to launch treatment Suboxone Sublingual Film.

As the treatment is a category S8 pharmaceutical drug and can’t be named in ads, the campaign is designed to raise awareness of the opportunity for the treatment of the addiction.

Alex Evangelinidis, art director for Euro said: “We were connecting with people who sit outside the boundaries of conventional media.”

“Rather than hoping they’d respond to traditional media, we had to go to them to get our message through. This allowed us to spark curiosity and engage in a real-time dialogue with the people we were seeking out. It was a project we all felt extremely passionate about.”

The artwork is by street artists ‘Judd’, Sirum’ and ‘Perso & Detch’ and in urban locales near where users frequent.


Euro RSCG Australia Team

  • Executive Creative Director – Steve Coll
  • Senior Art Director – Alex Evangelinidis
  • Senior Copywriter – Paul Suters
Production – Mike Gill
  • Group Account Director – David Bailey
  • Senior Account Manager – Benjamin Fayol
  • Designers – Darren Cole, Nic Adamovich

Client Team

  • Marketing Director – Lee H. Unroe
  • Product Manager – Ruari Macdonald

Post Production

  • Samiam
  • Director – Alex Evangelinidis, Paul Suters
  • Producer – Samantha Simpson
  • Cinematographer – Skeet Booth
  • Editor – Louis Westgarth
  • Soundtrack – Song Zu


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