The Medicine Abuse Project Raises Awareness Through Iconic Packaging
Meghan Young — September 29, 2014 — Marketing
The drug free campaign for the Medicine Abuse Project raises awareness in a very simple manner. Relying on the iconic paper bags that pharmacists often place bottles of pills in, the white surface has been decorated with outstretched arms and open mouths. It shows not only the accessibility of these prescription drugs, but also the enthusiasm with which they are received.
Conceived and executed by Hill Holliday, an ad agency based in Boston, United States, the drug free campaign was creative directed by Kevin Daley and Tim Cawley with art direction by Kevin Daley. The crisp and simply imagery was shot by Thomas Peri. It reads, "Are you the only one taking your medication," which suggests due diligence when it comes to keeping it out of other people's hands.
Conceived and executed by Hill Holliday, an ad agency based in Boston, United States, the drug free campaign was creative directed by Kevin Daley and Tim Cawley with art direction by Kevin Daley. The crisp and simply imagery was shot by Thomas Peri. It reads, "Are you the only one taking your medication," which suggests due diligence when it comes to keeping it out of other people's hands.
Trend Themes
1. Iconic Packaging for Drug Awareness - Using familiar packaging to raise awareness about drug abuse can be an effective way to get the message across.
2. Visual Messaging for Drug Prevention - Creative and impactful visual messaging can be an effective tool for communicating the dangers of drug abuse.
3. Personal Responsibility in Medication Use - Encouraging individuals to take responsibility for their own medication use can help prevent misuse and abuse.
Industry Implications
1. Pharmaceuticals - The pharmaceutical industry can use creative packaging and messaging to promote responsible medication use and prevent drug abuse.
2. Marketing and Advertising - Marketing and advertising agencies can work with organizations to develop impactful campaigns that raise awareness about drug abuse.
3. Non-profit and Public Health Organizations - Non-profit and public health organizations can use creative campaigns to encourage personal responsibility and prevent drug abuse.
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