Friends for brands opted for a different approach. Because, the louder you say that something is bad, the opposite effect is often the result. In collaboration with behavioral experts, the Police and Municipality, but especially with several target group representatives, we developed an approach which showed the dark side of the drug trade. Stories from ex-dealer became the centre of this campaign.
The campaign style has a raw no-nonsense appearance in which black and white headlines play the leading role, supported by images of actual crime scenes. On www.bekentenissenvanexdealers.nl, ex-dealers open a book and share their poignant, true stories. During an activation at festivals in a ‘Crime scene’ police tent, visitors experience the harsh world behind your pill or line in video and sound. Raw and real.
