PERTH, AUSTRALIA — A new tongue-in-cheek, cleverly curated education campaign, created by 303 MullenLowe Perth for the Mental Health Commission’s Drug Aware has just launched, with a single message to young Australians aged 15 – 24 years old that 4 out of 5 of them don’t do drugs (AIHW – National Drug Strategy Survey 2019).
The music-led campaign is based on the premise of the ‘Little White Lies’ that are told as part of life growing up and as adults to get us out of tricky, awkward, or embarrassing situations. When it comes to taking drugs, the reveal concludes that despite the white lies young Australians might tell their mates about it to fit in, or ‘be accepted’ the fact is that drug-taking is less common than people think and that contrary to popular belief, the majority of young Australians just don’t do it.
Richard Berney, Executive Creative Director at 303 MullenLowe Perth said: “There’s a lot of truth buried under every little white lie, which is what makes this campaign a delight – it’s funny because it’s true. And that idea gave us permission to hold the door open, and be trusted enough to reassure young people that the majority aren’t taking drugs.”
Language and imagery played a big part in this activation. The script was carefully nuanced to include cultural references and relatable anecdotes that frame the little white lies we hear all the time, including those about drug use, in a humorous, youth-centric, and light-hearted way.
Sharnae Zanotti, Senior Project Officer, Public Education, and Health Promotion noted of the campaign: “Little White Lies challenges the common misconception that most young people are using drugs,” she said.
“For many young people, this inflated misconception is a predictor of their own personal use. In other words, many young people may trial drugs because they think everyone else is, when in fact as the campaign says, 4 out of 5 people don’t use.”
The campaign’s media strategy was planned and managed by Initiative, launching initially in digital WA cinema and outdoor on 11 July and then digitally, and socially on 18 July.
