DEN warns Tasmanians not to mix new meds with booze in new campaign via Commotion

Tasmania’s Drug Education Network has launched its new brand platform, ‘Aware is halfway there’ via animation studio Commmotion. The campaign uses dark humour to raise awareness that mixing medication with alcohol can be dangerous.

 

DEN provides education, workforce training and other resources to keep Tasmanians safe from the harmful effects of alcohol, tobacco and other drugs.

“Medication mixed with drugs is a genuine problem,” says Emily Chase, CEO of DEN. “People may think they know their limits, but when you add meds into the mix, particularly when a prescription is new, or has changed, the effects can be unpredictable.”

With a large number of alcohol related accidents occurring in the home, DEN has concentrated its advertising in and around the show, the Block. The campaign hopes to warn people who are on new medication to check with their GP or pharmacist so that they know how their meds interact with alcohol.

“We wanted to create work that cuts through, and opens the door to conversations about what is often considered such a serious topic” says Chase. “When you don’t have enormous budgets, or a popular message to promote, standing out is key.”

The campaign dramatises the dangers of carrying out home improvements while under the influence.

“We used the classic cartoon trick of extreme violence that clearly isn’t real,” says Commmotion’s Tom Smith, who animated the spots. “Then we added voiceovers that downplay the drama to create a public information message.”

Adds Smith, “We were inspired by cartoons like Fred by Rupert Fawcett, where comedy comes from deadpan reactions to extreme situations.”

Says Chase: “We’re confident that these spots hit the right tone, and that people will realise the potential dangers of mixing medication and alcohol. As the endline says, “Aware is halfway there.”

Written by Chas Bayfield, the campaign is running across Tasmania and on social channels from September onwards.

Client Partner: Drug Education Network
CEO: Emily Chase
Chief Policy and Communications Officer: Deni Stanwix
Project, Systems and UX Developer: Zoe Kizimchuk
Agency: Commmotion

Motion Designer: Tom Smith
Copywriter: Chas Bayfield

Media Partner: WIN Television