The Background:

On International Day Against Drug Abuse, Tempest Advertising curated a campaign and hit the streets in Hyderabad, Pune, Bangalore, and Mumbai with posters and placards instilling hope for drug dependence to come out and speak up.

Aim:

Through the campaign, Tempestians aimed at encouraging drug dependence to open up and share their story, talk their problems and find the courage to get over the habit.

Campaign Thought:

The major drawback according to research was that drug dependents hesitate to ask for help and share their problems and thoughts. Whenever they feel a sense of guilt, they induce again and the cycle repeats.

Thus, identifying that the primary issue is that drug dependence does not have anyone to talk it out without worry or fear of being judged, Tempest Advertising created a campaign called ‘Silent No More’.

Using relatable stories like – ‘Every needle left a silent scar and every scar left a silent regret’; ‘I lost my friends, family and a voice at home. Finally, I lost myself’; ‘They saw an addict. I saw someone begging to be heard’; ‘I knew I don’t need dope to be happy. But I just fell prey’ – the campaign aims to reach drug dependence and extend a warm hand for help.

To add more aesthetics to the thought, the campaign was created with visuals showing drug dependence in a miserable and confused state using the monochrome tone.

However, the ‘No’ in Silent No More was in red with some minor elements in the image also in red, adding to the effect and messaging against drug abuse.

A QR code directing to ‘Living Sober Rehab’ page was attached in every creative, for many to reach out for help and get over the habit.

Execution:

Tempestians hit the streets across Hyderabad, Pune, Bangalore and Mumbai holding posters and placards, with a loud cry to be ‘Silent No More’.

Several conversations were stirred about drug consumption at the traffic junctions, crowded areas, and party areas across the cities. Many even came forward to scan the QR code and take the first step towards recovery.

The posters were also posted on Tempest’ social media account so more people could reach out and come out of the shell.

Result:

The campaign which was actively posted in all Tempest social media platforms reached about 6.6K accounts with 2.8K post engagements, 9.3K impressions and 9.4K views.

The campaign on the streets was also covered by several newspapers and media outlets, helping the initiative reach more individuals. More importantly, the thought about opening up without a hiccup was instilled in drug dependence, which can be the first step to a greater change.