The brief:

Sir David Martin Foundation knows that young people experiencing addiction have the capacity to make sustained, positive change when given the right support.

However, existing social stigma means young people often don’t seek help when they need it.

Magnetic was tasked with creating a digital awareness campaign to help destigmatise youth addiction and encourage healthy conversations around this often-taboo topic.

Target Audience: Friends and family members concerned about a young person’s drug and alcohol use and (secondarily) members of the community with outmoded beliefs about youth addition.

Our response:

Recognising that it’s hard for most people to talk about youth addition, we developed the ‘Get Comfortable with the Uncomfortable’ campaign.

This honest, thought-provoking campaign invites friends, family and community members to get informed, take the plunge and open up a conversation about addiction – no matter how uncomfortable it might feel.

By having these difficult conversations, we normalise talk about addiction and help end the shame and blame associated with it, opening  the way for more young people to get the support they need to leave addiction behind.

We brought the concept to life across Social Media posts, along with 3x Video Animations, eDM campaign and campaign resources including fact sheets and a tailored value-exchange asset ‘Get Comfortable Talking about Drugs & Alcohol’.

See the campaign website here

Our work included: 

Concept development, social media campaign, animated videos and campaign resources.