How do you get an addict to reach out for help?
HOW DO YOU GET ADDICTS TO REACH OUT FOR HELP?
Overview: Focus 12 was a Rehab Centre with great results but little notoriety. They needed something that would put them on the map and a communications strategy that would get people to turn to give them a call before it was too late. Addiction is complex but if left untreated, only ends in premature death. Our strategy was to remind people that there was no such thing as an old junkie. We made a cinema ad and distributed posters in hospitals emergency rooms and police stations so that people would see them when they reached "rock bottom". We also distributed clean syringes with the number to call.