| Title | Drugs drag you down |
| Agency |
Paragon Marketing Communications
|
| Campaign |
Anti-Drugs-Paragon Marketing Communications
|
| Advertiser |
Paragon Marketing Communications
|
| Brand |
Paragon Marketing Communications
|
| Posted | June 2005 |
| Business Sector | Public Safety, Health & Hygiene
|
| Tagline | Till you are under the ground |
| Story | The ad features an illustration of a hand clinching to the page with its finger nails while it is being draged down in a painfull way towards a grave in a grave yard. |
| Philosophy | Use shock to alert current drug useres of the painfull end that awaits them if they do not stop now and painfull images to descurage non users of drugs from following the path that only leads to pain and death. |
| Problem | Drugs usage and fetality in Kuwait is on the rise, something has to be done to alret the sociaty of the danger of using drugs and descorage youth from trying drugs as many young people are still under the impression that drugs are like cigarets or alcohol they can stop whenever they want and that they are fun at parties. |
| Result | Awarness levels of the deadly effects of drugs are up by almost 76% due to the strong message "drugs drag you down...till you are under the ground" using shock. The number of deaths due to drug overdose is down by approximatly 14% |
| Media Type |
Print
|
| Market | Kuwait |
| Graphic Designer |
Nader Al Najar
|
| Art Director |
Khalid Al Rifae
|
| Creative Director |
Louai Alasfahani
|
| Executive Creative Director |
Mohamed Alasfahani
|
| Advertising Manager |
Diana Dimitrova
|
| Other |
Rossen Krastive
|
