AdPeople A/S


Psykiatri Fonden/The Danish Mental Health Fund


Foreninger og organisationer


Kampagnesite, Mediastrategi, Målegruppeindsigt, Oplysningskampagne, Holdningskampagne


With more than 33,000 teenagers abusing substances and 275 casualties a year, it was time to take a closer look at the drug use issue. The Danish Mental Health Foundation wanted to get this urgent subject talked about and debated in the media, and at the same time give unbiased guidance and advice on drug taking – and in particular the fact that substances are not only drugs but also a major source of mental illness – to young people.


The "Make sure you know what you're doing" campaign informed teens and young adults about the consequences of drug use and abuse – without bias – by driving them to an educational website and opened up for constructive dialog. In total, the campaign ran in the press, on television, on outdoor advertising and on the Internet, drawing massive attention in the media to the drugs issue.

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