SIR DAVID MARTIN FOUNDATION
#DONTJUDGEME
Brief –
When it comes to youth addiction Australians are quick to dismiss victims as ‘troublemakers’ or ‘a lost cause’. As part of Australia’s National Recovery Month Sir David Martin Foundation were looking to launch an awareness campaign that would reduce the stigma surrounding youth addiction.
Insight –
We don’t dismiss young people for the types of things that have led to their misfortune; so why are we so quick to judge them for their addictions? In doing so we have shut them off before even giving them a chance.
Solution –
A digital-led campaign that poses the question “Would you judge me for that?” reshapes the discussion and calls on Australians to open their hearts and minds to young people in crisis. By representing a youth voice we create a safe place to acknowledge, explore and discuss the complex circumstances that can lead to youth addiction such as homelessness, mental illness, family breakdown, abuse and trauma.
Role –
Art Director: I worked closely with a strategic advisor to establish the campaign concept, with creative & copy overseen by my creative director.
Learn more in the B&T article here.
