The heart of it
When it comes to youth addiction Australians are quick to dismiss victims as ‘troublemakers’ or ‘a lost cause’. We had to provoke a conversation that made them rethink addiction, opening their hearts and mind to young people.
Client
Sir David Martin FoundationExpertise
Research & Brand StrategyCreative & Digital Strategy
Creative Concept
Panel Event Direction
Behavioural Insight
We don’t dismiss young people for the types of things that trigger their challenges. So why are we so quick to judge them for their addictions? In doing so we have shut off before even giving them a chance.
Solution
We simply ask, ‘Would you judge me for that?’, to instantly reshape the discussion and remove stigmas.
The “Don’t Judge Me” digital campaign challenges society’s ideas about youth addiction, highlighting the uncomfortable realities behind many young people’s problematic drug and alcohol use, including homelessness, mental illness, family breakdown, abuse and trauma. Across our campaign, we focused on sharing powerful stories as well as highlighting the successful outcomes that the Sir David Martin Foundation deliver in partnership with Mission Australia Triple Care Farm, a world-leading treatment centre for youth addiction.
