303 MullenLowe tells little white lies in new Drug Aware campaign to help kids say ‘No’
Today, 303 MullenLowe releases this new tongue-in-cheek, animated education campaign for the Mental Health Commission’s Drug Aware. The campaign carries a single message to young Australians aged 15-24 years old that 4 out of 5 of them don’t do drugs.
The music-led campaign is based on the premise of the ‘Little White Lies’ that are told as part of life – growing up, and as adults – to get us out of tricky or awkward or embarrassing situations. When it comes to taking drugs, the reveal concludes that despite the white lies young Australians might tell their mates about it to fit in, or ‘be accepted’ the fact is that drug taking is less common than people think, and that contrary to popular belief, the majority of young Australians just don’t do it.
Richard Berney, Executive Creative Director at 303 MullenLowe, said: “There’s a lot of truth buried under every little white lie, which is what makes this campaign a delight – it’s funny because it’s true. And that idea gave us permission to hold the door open, and be trusted enough to reassure young people that the majority aren’t taking drugs.”
Language and imagery played a big part in this activation. The script was carefully nuanced to include cultural references and relatable anecdotes that frame the little white lies we hear all the time, including those about drug use, in a humorous, youth-centric and light-hearted way.
Sharnae Zanotti, Senior Project Officer, Public Education and Health Promotion, said: “’Little White Lies’ challenges the common misconception that most young people are using drugs.”
“For many young people, this inflated misconception is a predictor of their own personal use. In other words, many young people may trial drugs because they think everyone else is, when in fact as the campaign says, 4 out of 5 people don’t use”.
The campaign’s media strategy was planned and managed by Initiative, launching initially in digital WA cinema and outdoor today and then digitally, and socially on 18 July.
Audio PlayerPlay the 90s spot
Audio PlayerPlay the 30s spot
Credits
Client: Mental Health Commission/Cancer Council WA– Drug Aware Public Education and Health Promotion Manager: Kelly Kennington Public Education and Health Promotion Manager: Hannah Samsa Senior Project Officer: Laura Castafaro
Senior Project Officer: Sharnae Zanotti
Cancer Prevention and Research Director: Melissa Ledger Alcohol Program Manager: Julia Stafford
Alcohol Policy and Research Coordinator: Danica Keric
Agency: 303 MullenLowe Perth
Executive Creative Director: Richard Berney
Lead Creative/Writer: Jake Ransom
Senior Writer: Maya Halilovic
Art Director: Stephen Hansen
Head of Strategy: John Linton
Senior Business Director: Krista Song
Business Executive: Rebecca Di Pardo
Producer: Jonathan Julius
Production Company: Siamese
Producer: Francesca Hope
Lead Creative / Designer: Kristen King
Animator: Tim Merks
Creative Music: Panda Candy
Sound Mix Engineer: Ian Berney
Music Composer/s: Glenn Sarangapany & Ian Berney
Audio Production: Cue
Sound Producer: Anika Fourie
Audio Engineer: Daniel Johnston
Media Agency: Initiative
Investment Partnerships Manager: Lauren De Rozario
Media Executive: Sarah Leavesley
Media Associate: Shabrina Devi
9 Comments
The Wiggles do drug aware….at least someone will get the message!
Soooo good – all of it.
Mad props to Berney, Jake, Maya, Ian and the whole damn crew. This is sweet work for a client that’s been playing it safe for a while now… can’t wait to see where it leads!
Yeah it’s shiny but I can’t really see this having any impact whatsoever outside the ad industry bubble.
The test for this should be ‘does it work on TikTok?’
You answer.
Maybe I’m high, but I totally missed the connection between little white lies and drug use. Even then, I don’t think 15-24 year olds are going to wait 45seconds so you can hit them with the message behind the ‘film’. Nice entry for an award though. Will probably win one or two.
This is going to put a major dent in my business.
I can’t help but feel the message, which I assume is: Hey kids, don’t do drugs just cos you think your friends do, is buried under the creative. Great animations, though
The message will absolutely be lost on most of the inattentive audience (who don’t even consume mainstream media). I’ve watched it 4 times, I know what it’s trying to say, and I still find the message unclear. Animation style is great. Song is annoying af, not quite GA Perry level bad, but there is a massive disconnect between ‘little white lies’ and choosing not to do drugs. Looking fresh doesn’t make up for the muddy messaging. Maybe better writing could have saved it?
Haha! love it.
Good work guys.