A a year long behavioural change campaign commissioned by Humankind (now Waythrough).

The concept messaging and visuals were
hugely inspired by focus group exercises where participants, including the Charity, Council and six ex-dependents all with very different lived experiences, cut out images based around the collective experiences, objects and values meaning something to each individual.

Focusing on scenic images, we flipped these upside down, which helped inspire and also reinforce the core message. ‘Drugs can flip anyone’s world upside down. Let’s turn it around. Together.’— taps into a wider relatable message that drugs can have a negative impact on every part of anyones life. ‘Anyone’ being key word, pushing back against the stigma associated associated with addiction. Ending on ‘Let’s turn it around. Together’ as a very positive, hopeful call to action.

Leading with recognisable and beautiful images photographed in and around County Durham of Co Durham (selected by ex-dependents) encouraged a positive view point, made it very much about them, the wider community and also communicated that short term behavioural change, group work and clinical prescribing support was right on their doorstep.

Agency: Sail
Creative Direction, Art Direction, Words & Graphic Design: Sam Laverick
Copywriting: Dan Brough
Photography: Woeman