Objective
A challenge with drug prevention campaigns in general is showing work that recognizes the reality of it while still putting out messaging that is hopeful and inspiring. Trigger words like “meth” can be difficult to showcase within logo design, and targeting varied demographics can be a challenge within this genre. Our objective was to create something that spoke to the audience clearly, but added levity with hopefulness through inspirational stories that could reach audiences on several different platforms.
Strategy & Implementation
First, the Uptown creative team created a logo and brand guidelines that could be used across all mediums. Digging into the needs of the organization while offering up a variety of options, we created a logo that was serious without being off putting. Focusing on the language of the initiative, the talk bubble made it approachable despite the heavy words. Next, our marketing team worked to create a campaign strategy through social media outreach, the development of brochures and toolkits, transit shelter ads and the research of similar programs. The messaging, “You Are Not Alone” was implemented, in the hopes of garnering an emotional response from drug users.
With branding and marketing in place, our web team worked to custom design and develop a sleek, approachable website with the ability to find useful information quickly through UX testing and sitemapping. The website, still under Uptown’s management, boasts tons of resources, FAQ’s, statistics, event information, ways to get involved and more.
The most notable addition to the project came from the video team, with the creation of testimonial videos from those who had struggled with addiction. We sent participants some talking points and questions in advance to help them shape their narratives around living with addiction, surviving, crashing and burning and eventually resolving to turn their lives around. We offered rehearsal sessions to get people used to being on camera and to help organize their thoughts in advance of the video shoot. We encouraged participants to just be themselves and to not hold back if emotions emerged during their testimony. These success stories elevated the campaign to another level, and continue to be a project that Uptown is most proud of.
Conclusion
Through a layered, thoughtful and empathetic approach Uptown Studios was able to take something difficult to market and breathe real life into it. Collaboration across all teams was necessary to ensure cohesiveness of messaging and a collective ideation. With structure and creativity, the ‘Let’s Talk Meth’ initiative continues to be one of Uptown’s most iconic projects to date.