The Brief
The local gym facilities are facing an increase in doping-related bans and scandals, especially within the youth. Help them inform about doping and cut back on personnel such as police and ambulance workers.
You have 48 hours to come up with a campaign that could go viral.
* This was a school assignment.
Research
After researching online about youths’ looks on doping:
1. Those who wanted to use were aware of the risks and knew how to get a hold of substances.
2. The main thing holding back curious users from using was that they were afraid of loosing their gym-membership or job due to doping-controls.
3. Close friends raising concerns about their friend using but didn’t know how to help/talk to them without sounding like a snitch or a bad friend.
1. Those who wanted to use were aware of the risks and knew how to get a hold of substances.
2. The main thing holding back curious users from using was that they were afraid of loosing their gym-membership or job due to doping-controls.
3. Close friends raising concerns about their friend using but didn’t know how to help/talk to them without sounding like a snitch or a bad friend.
Problems & Solutions
Targeting youth and young adults = Make it fun; scare-tactics doesn't work.
Help avoid unnecessary personnel call-outs = Who would the youth listen to if they were doping? Research concluded that a close friend was the best bet.
Viral/potential to spread = Encourage active actions with an element of surprise.
The Result
“Snitches are friends” is the anti-doping campaign targeting the best friend of a user. Encouraging the youth to “snitch on a friend” on social media in order to create a buzz, while simultaneously opening eyes to the dangers of doping and offering help on how a worried friend can talk with a doping-user. Furthermore, the campaign attempts to turn the stigmatized word “snitch” into something positive.
