Illicit Drugs
Highway Stimulant Use Campaign - Australia
Client: Australian Drug Foundation.
Target Audience: Long haul truck drivers.
Summary: This Australian Drug Foundation/Convenience Advertising campaign aimed to minimize harm associated with long distance truck drivers who engaged in occupational drug use. It featured posters displayed in showers in truck stops and collectors postcards to sign post a drug information line.
Results: Hotline data showed a 95 per cent increase in calls throughout the campaign. For example, during the campaign’s initial stage when 20-30 signs were up, only 36 calls were received, but when all signs had been installed there were 376 calls.
A fee of 25 cents for a 27.3 second block applied. More than 90 per cent of drivers recalled the material. This demonstrated that despite the financial hurdle (25 cents for a 27.3 second block), truck drivers underwent a behavioral change as a result of the campaign.
Transport Industry Drug Driving Awareness Campaign - Australia
Client: Raymond Hader Clinic.
Target Audience: Transport industry workers within Victoria; General public.
Summary: Targeting transport industry workers within Victoria, the campaign aimed to influence truck drivers, couriers, bus drivers, transit workers and the general public to seek help for drug addiction and drug related problems by seeking the services of the Raymond Hader Clinic.
Overall, the campaign involved the placement of 256 display points in 58 contracted venues throughout Victoria. Approximately 173,693 weekly patrons were exposed to the Raymond Hader message during the campaign period.
Cocaine Awareness Program - Ireland
Client: Health Promotion Unit (HPU).
Target Audience: Young people aged 15-24 years.
Summary: Convenience Advertising worked with the Health Promotion Unit to reduce the incidence and frequency of cocaine misuse in the nightclub and dance party scene nationally.
In 2004 Convenience Advertising developed and implemented a national cocaine education and abuse prevention program for the HPU targeting young people in recreational settings. This included rigorous focus testing of targeted gender-specific messages and their placement in washrooms of 77 locus of risk venues in Dublin, Cork, Waterford, Limerick and Galway.
The program reached 236,700 patron visits weekly with 640 display points.
Hash and Weed Awareness Campaign - The Netherlands
Client: Netherlands Institute of Mental Health and Addiction.
Target Audience: Young people.
Summary: targeting young cannabis users in 575 coffee shops, Convenience Advertising utilised take away information to direct calls to the Drug Information line. An independent evaluation was conducted by ResCon.
The Convenience Advertising component of the program had a recall rate of 79 per cent where respondents had either seen, or taken part of the programme. The two month program saw the distribution of 180,000 flyers and 115,000 business cards.
Results: With the advertisement of the Drug Information Line the number of calls received rose considerably, with more than 10,000 calls being received in October.
