Interactive - Drugs-Forum Drug Ads Workshop

[~lostgurl~]

Ok so I found this anti-drug Ad workshop online and thought with a few tweaks it could be an interesting project for drugs-forum. As it is a stepped process I cannot give the full details in this post as it would ruin the surprise, but I can tell you this, the more members who participate, the more entertaining and interesting this thread will become. So here is your first task:

Check out a few anti-drug TV commercials and magazine advertisements then choose a few that stand out from the rest and answer the following questions for each:

1. How did the commercial or advert make you feel?
2. What was it about the commercial or advert that made it stand out from rest?
3. Do you think the commercial or advert had the desired effect on its target audience?
4. If your answer was yes: What do you think made the commercial or advert effective?
If your answer was no: What changes could be made to the commercial or advert to increase the likelihood of it achieving its desired effect?

Please include in your post the direct link (URL) to the chosen commercials and/or advertisements.

* You may choose ANY anti-drug commercial or advertisement as long as you can provide a link to share it with the rest of us.
* You may choose as many or as few commercials/adverts as you wish.
* You answers can be as long or as brief as you like.
* You may join in at any stage of workshop.
* You DO NOT have to choose different commercials/adverts from other members.
* Discussion/replies/questions are fully encouraged as this will make the next stage of the workshop easier, more entertaining and more interesting.

Here are a few links to some anti-drug commercials:

National Youth Anti-Drug Media Campaign Commercials
Anti-Meth Campaign Commercial
ONDCP Anti-Drug Commercial
Anti-Cannabis Campaign Commercial
Graphpic Anti-Drug Campaign Commercial

Here are a couple of links to some anti-drug magazine & print advertisements:

National Youth Anti-Drug Media Campaign Print Advertisements
http://www.drugs-forum.com/photopost/data/624/medium/heroin1.jpg

Reputation Comments on this post:

Excellent topic, well done.

[allyourbase]

these have been floating round my hard drive for a bit

[~lostgurl~]

I'm not sure all those pictures fit in this thread, but you should add them to the image gallery.

The task outlined above can also be done on pro drug legalization commercials and adverts, though it could be hard to find TV commercials or magazine adverts in this category!

[Alfa]

Aha! This is interesting. I urge everyone to do this little test. There is more to it than you might think.

[TMM]

Through a quick trawl on YouTube, I found this commercial. I don't know what organisation it's from, but I guess from the number at the end that it's from New Zealand.

http://www.youtube.com/watch?v=pVRO_a6pQB8

1. I was involuntarily wincing when the guy was cutting his brain-matter into a line. The high-pitched noises frequently used throughout the commercial are irritating and uncomfortable, adding to the overall effect.
2. Its graphic nature, certainly. Not much more than that.
3. Yes and no. If I didn't know as much about drugs as I do, it'd probably greatly dissuade me, perhaps on a subconscious level. Some might find it a little too ridiculous to be taken seriously, though.
4. The commercial doesn't waste time with facts or statistics, just goes straight for the shocking imagery. It doesn't need to prove anything if it can sicken you, and on some subconscious level implant the idea that snorting coke will permanently damage your brain. It might have gone too far, though, and just be seen as stupid.

I'll continue the search at another time.

Reputation Comments on this post:

Good find, interesting analysis

[~lostgurl~]

So it seems pushing the boundaries can help or hinder the effectiveness of the message. This ad may be very effective to those that have little knowledge of drug use but would be laughable to those that do. Interesting choice, thanks for participating.

[~lostgurl~]

Anti-Meth Campaign Commercial

Look at me
Busy as a bee
Where'd I get all this energy
Oh Meth
Mmmm Meth
I don't eat
I don't sleep
But I've got the cleanest house on the street
Oh Meth
Mmm Meth
Get these hairs all out of my face
Get these bugs all out of my face
One more hit no time to waste
Oh Meth
Mmm Meth

1. How did the commercial or advert make you feel?

It made me laugh

2. What was it about the commercial or advert that made it stand out from rest?

The truth in the lyrics, the catchy tune and Rachel Leigh Cook

3. Do you think the commercial or advert had the desired effect on its target audience?

Yes & No

4. If your answer was yes: What do you think made the commercial or advert effective?
If your answer was no: What changes could be made to the commercial or advert to increase the likelihood of it achieving its desired effect?

In some ways yes because what the lyrics say holds much truth but in some ways no because the lure of having the cleanest house on the street is actually a positive outcome rather than a negative, as is not eating for those that wish to lose weight.

[Paracelsus]

http://www.youtube.com/watch?v=wwu7L38glcQ&NR=1

1. I didn't laugh - it was far too disturbing. I was just amazed how violent anti-drug ads can get.
2. Use of extreme violence to appeal to (sick) emotions.
3. I doubt the ad was welcomed by the audience, even in anti-drug circles. Mainly because of its excessively violent character.
4. Remove violence and make it sound more like a first-hand story.

http://www.youtube.com/watch?v=pVRO_a6pQB8

1. It made me gag. Too many horror movies.
2. The gruesome character, powerful emotional appeal.
3. Yes.
4. It would especially shock kids (the intended target category) - in a 'good' way.

Reputation Comments on this post:

Thanks for the input and your interest

[MrG]

http://www.homeoffice.gov.uk/materials/401289

Talk to Frank scary mary-jane ad - all these new fangled stronger strains are, like, really bad.

1. Irritated as it used disturbing imagery which would scare the bejesus out of little kids but would be dismissed as scaremongering nonsense by anybody "in the know"
2. The scary nightmare effect
3. If one could figure out who the fuck its target audience is then I suppose that question could be answered. Surely its target audience is not little kids?
4. This advert has absolutely no educational value whatsoever. It is purely a tool to frighten kids and parents who already know nothing about cannabis. As for people who are aware of the true facts about mj (a large number of UK society) this advert simply serves to switch them off as it fails to engage them on any worthwhile level and reduces them to simply being labelled as "risk takers".

http://www.homeoffice.gov.uk/materia...how_Lo_Res.mpg

Talk to Frank - "Should I place an order for some 'pills' with my good friend on the bus . . . or not" Gameshow stylee ad.

1. Like I was watching *every* "just say no" advert ever made
2. NOTHING made it stand out apart from the fact that is replicates every "peer pressure might make you agree to take drugs kid, so just say no!" style advert that has gone before
3. Again, who is its target audience? Cos if its supposed to be the kids on the bus then they have definitely missed the mark.
4. It is just another advert that fails to educate or inform and simply tries to act as "another peer" to persuade the kids not to just go along with their mates.



Great topic BTW lostgurl. I really quite enjoyed actually paying attention to the anti-drug ads for a change.

Reputation Comments on this post:

Thanks for the input and your interest

[~lostgurl~]

My initial idea here was to have members create pro drug legalization commercials, advertisements, posters etc.

Then I thought how awesome it would be if the videos created by drugs-forum members were used as responses to different propaganda advertisements currently on youtube. Some of those clips get hundreds of thousands of viewers, if not millions, so creating a debate with these agencies using the same tools that they use on a site viewed by millions would be a way to fight back and be seen (by the agencies and by the public) and with public feedback this would also create a more honest overview on what society really thinks about the war on drugs.

Clips could also have the drugs-forum logo on them which could in turn create a lot more traffic for this site.

For this project to really make a difference the commercials and adverts need to be professional, which is why I have started it with an analysis of marketing techniques.

Then today I found the clip posted above, someone already came up with my brilliant idea and has already put it into action. But don't be disheartened, be encouraged. The more people working in the fight against the "war on drugs" the more successful the battle will be.

So on to the next step, creating our own videos, commercials, advertisements and posters to fight the war on drugs. Now feel free to get stuck in creating something, or if you have ideas you think others on here could use in their creations please add them to this thread.

[~lostgurl~]

Check out this neat poster, pity most of it is unreadable though:

[~lostgurl~]

Can shock ads deter Meth use?

11 April 2007
TVNZ

methads_110407_232.jpg

The creators of a shocking ad campaign aimed at discouraging young Americans from trying methamphetamine say it has been a great success.

In the two years since the Not Even Once ads have been shown on US television, the people behind the Montana Meth Project say methamphetamine use has dropped dramatically.

"The kids are scared to death," says Detective Troy Perkins from America's Drug Enforcement Agency. "They say they won't ever touch it. They'll take heroin or cocaine before they'll touch methamphetamine."

But as New Zealand's P problem worsens, would the same sort of shock campaign work here? After seeing the ad, Detective Senior Seargent Dave Potaka was impressed.

"They're pretty powerful sort of pictures and they certainly send a good message out to young people and to users of methamphetamine," he says.

The ads have already been seen on a small scale in New Zealand. Former policeman Mike Sabine shows them to employees at the businesses he visits, warning about the danger of using P.

"Its a real attention grabber. They're short. They're sharp, and its a quite clear message. People definitely sit up and take notice," he says.

Now he is trying to get similar ads running here. "Its gonna make people stop and think, and that's the first step, stop and think. And if it's in people's living rooms then they can start having a conversation about it."

But the New Zealand Drug Foundation believes the images used in the ads are too extreme and may backfire. They say research shows ads like these raise curiosity amongst people who wouldn't normally take illegal drugs. "These ads lack credibility. They're a misguided attempt to scare people from trying drugs and unfortunately we have a serious unintended consequence that when you're trying to tell people not to use drugs, you can actually increase drug use," says New Zealand Drug Foundation spokesperson Ross Bell.

Bell points to the slogan for Not Even Once 'If you smoke P once then you're going to be addicted for life'. "Well that's not true and that kind of misinformation does not help this issue," he says.

While the ads make for disturbing viewing, the New Zealand Drug Foundation says money spent in New Zealand should be used to educate young people in schools with clear factual information, rather than trying to shock them.

http://tvnz.co.nz/view/news_health_story_skin/1058672

[moda00]

http://www.youtube.com/watch?v=k5q_cAEBmsw

1. How did the commercial or advert make you feel?

I felt somewhat amused and yet somewhat indignant.. as though my intelligence was being insulted in some ways, but at the same time it seemed so implausible and earnest it was kind of humorous. In some ways I didn't know what to make of it.

2. What was it about the commercial or advert that made it stand out from rest?

Rather than the more common gruesome ads which seem to try to shock viewers and/or imply imminent death/disease, it had simple, innocent images- a dog and an attractive young girl. It definitely still tried to play on negative emotions, just not the usual ones- it seemed to portray guilt/sadness/loss, as opposed to revulsion/shock/fear.

3. Do you think the commercial or advert had the desired effect on its target audience?
4. If your answer was yes: What do you think made the commercial or advert effective?
If your answer was no: What changes could be made to the commercial or advert to increase the likelihood of it achieving its desired effect?

The idea of letting down a loved one could hit home for some... but using the talking dog as the "friend" who was let down just made it ridiculously weird and trippy and amusing to me. It was simple, and could reinforce the already common belief that drugs in general cause an individual to change for the worst, neglect their relationships and responsibilities, etc. As an animal lover that would really bug me, especially.

But on the other hand, the dog and the girl both seemed healthy and well groomed, and the girl, rather than being surprised (ie. wtf dog is talking?) looked devastated and mopey.. so there seemed to be some strange contradictions in the messages and images presented.

Plus, as one who is educated about the effects of marijuana, swim has told me that her dog and cats don't seem to mind when she'd been stoned, and have enjoyed a toke themselves, on their own volition, and enjoyed that too. So that too makes her think the ad is absolutely ludicrous, especially with regard to marijuana. Pets don't moralize about drugs- they should have either made the commercial about addiction, and showing someone struggling with addiction to the point of having to give up pet, or if they wanted to focus on pot, involved a person (which would be more realistic), and then have that person (parent/mentor/best friend) express a similar sentiment- disappointment, sadness, etc. with their smoking. Either of those might have made it more effective, at least on the surface and given the current climate and lack of accurate education.

That said, it is still playing to emotions, and there has to be something behind that emotion, some implication of harm- so the way the ad is presented could tilt the focus in different directions- lack of responsibility, health issues, family problems, etc. But even still, if one were to actually research these issues they would realize that the implied harm doesn't match the facts. That said, even if one knows the facts, and doesn't believe marijuana is harmful, they could still be affected by the idea of letting down a loved one- especially if their loved ones are opposed to drug use and have made this clear to their child.

With addiction, it wouldn't have to rely so much on emotion, because addiction really does cause damage, and that is backed by research and experience. The problem there would be that many of the problems with addiction are caused or worsened by prohibition- but by ignoring the deeper questions and issues and research, and making simple scenarios backed by deeply-rooted emotions, their premise of harm is taken at face value and not questioned further.

I think that effective anti-prohibition ads could also take the emotional angle- showing a woman separated from her family and jailed for drug possession or another victimless crime, or for drug crimes committed by a boyfriend or husband.. or racial profiling and police/gang brutality within the drug war.. these are important facets that are too often masked. However, I think it is important to take it a step further and include facts- statistics- citations- which is what the anti-drug ads lack.

Unfortunately, these ads are backed by authority, so are more likely to be accepted as truth and taken at face value. Anything that questions the status quo will likely be scrutinized more closely, but luckily, if the arguments are rational and backed by research, they will stand up to the scrutiny.

Reputation Comments on this post:

Thanks for your well thought out contribution to this thread.

[Swimster]

Imagine a D.A.R.E against Alchol and ciggarets. Using the same teckniques Those assholes used on illicit substances, minus the lies(to be more mature then them[ie:fri-ing pan!]).

In otherwords, talk about all of the negative aspects of ciggs and alchol minus the beneficial properties, like recreation(not that - in my oppinion - they have much!).

We all know how they puts a magnafine glass over the negative aspects of illicit substnaces. Not mentioning ANY beneficial aspects. just do it with alchol/ciggs.

Talking about how Alchol is an extremely common Solvent used industrialy and with chemistry. Thus it has extremely broad effects on human physically and mentally. making it dangerous. And how Ethyl-alchol is rubbing-alchol's chemical cusin. Also, that it's broad solvent effects can cause damage to many thing including teeth! ...

how ciggarets contain a common poison used in ant spray to kill ants! How many nicotine/tobaco addicts smoke ciggs every 5-10 minutes!

etcetra....

IT's ALL true!!

So many things. Hell i could go on to make the 2 look far worse than a number of illicit substances!

Simple idea though.