HEALTH EDUCATION AUTHORITY

Winner:  Institute of Practitioners in Advertising; Effectiveness Awards 1996

​

A government sponsored campaign to address illicit drug use across all groups but with an emphasis on <30 years old.

Primary research to all age groups including under 12 year olds and Mothers (which included some of the funniest focus groups I have attended).  Activity and media including press, youth press, radio outdoor, public relations, leaflet distribution at "raves" and first digital.

​

The key challenge was how to measure effectiveness of a product use which by its very nature was hidden, clandestine and 'under the radar'.  The difficulty of the effectiveness measurement made that much more satisfying to win the IPA Effectiveness Award for 1996.  

​

Agency: Duckworth Finn Grubb Waters