Victoria targets ice use in drug awareness campaign

The Victoria government’s department of health is targeting ice use in the state in a new campaign which aims to show how addictive the drug is.

Produced by independent creative agency Lifelounge in consultation with the department of health and youth drug experts The Penington Institute, the campaign features an ice user and how his drug taking affects those around him. It aims to encourage users to reflect on their behaviour and asks ‘What are you doing on ice?’

Lifelounge CEO Dion Appel, who spoke in Parliament to address the ice issue from a youth segment specialist perspective, said: “In the context of the young, peers are more likely to listen to their friends than they are a parent, schoolteacher or other ‘authority figure’.

“While it’s critical to reach Victoria’s youth through awareness, we recognise that the campaign is just another small step in tackling the serious nature of ice as part of the big picture.”

The campaign runs on TV, radio, cinema, outdoor and online.

Lifelounge was awarded the account in June after a competitive pitch.


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