National Drugs Helpline

Mike created and Creative Directed this campaign for the National Drugs Helpline.

Young people were switching off to the ‘Just Say No’ types of messaging, so this campaign said ‘Just Say Know’, giving them the facts so they could make up their own minds.

The campaign was recognised by 90% of 15-19 year olds, it’s estimated that £28m was diverted away from the criminal underworld, and saved the UK economy £11M in lost working days.

It won Campaign Press, Creative Circle and the Grand Prix at the IPA Effectiveness Awards, and in 2017 was featured in the IPA's '100 Years of Advertising' Hall of Fame.

Agency: DFGW