Nice people take drugs

I’ve always been a fan of the ‘bold and provocative’ approach to advertising. It certainly gets the Daily Mail readers bristling and the cool kids on side. So when I heard about drugs charity Release’s new “Nice People Take Drugs” bus campaign, it made me smile (but mainly at the old woman pointing and gasping in disbelief as the double decker rolled past).

This kind of approach certainly gets people talking – just look at the atheist message “There is no God so stop worring and start enjoying your life” from earlier in the year. But, whether it actually achieves anything really tangible remains to be seen. It will be interesting to see how Release integrate the rest of its marketing activity around the theme. There must be some potential for some great PR activity around this, as well as loads of viral potential. Or better still, what about some case studies…hmmm, bet it will be hard getting volunteers for that one…

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