Why (Stop Drugs) campaign rocked in Ramadan 2021?

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We have seen a lot of (stop drugs) campaigns that The Ministry of Social Solidarity had launched before, some of them weren’t a real success and some made a big buzz on social media like Mohammed Salah’s campaign, but the last one which was launched in Ramadan 2021 – in my opinion- was over the moon and here’s the story from scratch.

The goal was to launch a campaign that targets teens and youth from both genders and avoiding that cliché story about one who died from drug abuse and father/son talks.

Of course, Mohamed Salah’s campaign was outstanding and stir up on social media in a blink of an eye, but there were some weak points in it that our campaign has learned from. The problem was the main message was directed to the youth who are interested in football and love Mohammed Salah but what about those who aren’t, what about females who didn’t appear in the advert at all!

So the target audience of that campaign was a small niche out of the big number with the probability of doing drugs or already did!! This is a real mistake.

So we need a creative idea that includes both genders, whoever watches this advert should feel touched, not all about football and finally no clichés.

The answer was in two adverts each is less than a minute about a boy/girl riding a roller coaster, in the beginning, they were very excited but after a few seconds they seemed sick and finally ends with the voice-over (The trip is short ...DON’T travel it)

And here are some points why this advert was brilliant!

1-It lasted just seconds for each advert, this describes how fast drugs can ruin your life.

2-The target audience was both genders.

3-The idea was so simple, no celebrities, no father/son talks, you just lived the experience and I bet that whoever watched that advert felt like he is the one on the roller coaster.

4- The roller coaster in Egypt is called (The train of death), so drugs will take you on a very short trip to end your life.

Obviously, after achieving all the success points it made a big buzz on social media and there was a huge number of addicts who called The Ministry of Social Solidarity and asked for help.

So in the end can you tell me about a campaign that you love so I can make it my next post and reveal its secrets to you?? Photo by Andrea Piacquadio from Pexels