SIRE - xtcfacts.nl
According to new research, 60% of youngsters aged 16 to 24 who regularly go clubbing and visits festivals, use ecstasy. Youngsters say they take drugs to escape reality, and social pressures. It’s been considered as normal and the threshold to actually take it, has been lowered the last couple of years due to social media and friends around them.
SIRE is a Dutch organization which bills itself as a group of advertising and marketing leaders who donate their time to create work that raises awareness of social issues. SIRE decided the increasing amount of youngsters using XTC, is their next main subject to focus on and introduced a campaign that raises awareness and make youngsters more XTC savvy.
Raise awareness and make youngsters more XTC savvy.
In order to capture the attention of the audience, we developed a strategy using bold statements which youngsters can relate to. This information was located in a digital environment and used in a social media campaign. The environment uses bold statements and popping colors, inspired by the youngsters themselves.
The website has a unique, horizontal navigation. Swipe right to see the next statement, and swipe down to get more specific information about the current fact. It seamlessly converts from desktop to mobile devices in an elegant way.
We developed a strategy using bold statements which youngsters can relate to.
We also encouraged youngsters to take part in a little trivia about XTC, to test their common sense. They must answer the question with: ‘Yes, right?’ Or ‘Bullshit’. These questions are about the do’s and don’ts of XTC. After they answered the question, they see the right answer popping up.
Check out xtcfacts.nl.