Oxfam Design & Branding EMOTIONAL DRUGS by Energy BBDO Chicago

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Industry Against Drugs
Media Design & Branding
Market United States
Agency Energy BBDO Chicago
Executive Creative Director Kevin Lynch
Art Director Francis Almeda
Copywriter Kelly Hardwick
Account Supervisor Lisa Roebke
Released January 2012

Credits & Description

Category: Posters
Product/Service: OXFAM AMERICA
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Executive Creative Director: Kevin Lynch (Energy BBDO)
Copywriter: Kelly Hardwick (Energy BBDO)
Art Director: Francis Almeda (Energy BBDO)
Account Supervisor: Lisa Roebke (Energy BBDO)
Media placement: Print Campaign - Star Magazine, New York Sunday Times - January 30, 2012

Describe the brief from the client
Although The Partnership at Drugfree.org helps parents prevent, intervene in and find treatment for drug and alcohol use by their children, parents don’t rely on them or their website as a resource. The challenge: Build brand awareness of The Partnership at Drugfree.org as a highly effective resource that partners with parents to reduce drug and alcohol abuse among teens/young adults.

In talking with parents, we found that the addiction of emotional drugs can be just as devastating as regular drugs. When a parent becomes addicted to fear or apathy, they can ignore, deny or enable their teen’s drug use.

Describe the challenges and key objectives
The Partnership at Drugfree.org is a pro-bono client, meaning we had to be scrappy with each and every piece we created. The main challenge was building a Facebook application for $0 while still maintaining a high standard of design and user experience.

Describe how you arrived at the final design
Our overall design of the campaign plays off of the idea of parents being 'under the influence' of addictive emotions. So all of the work within the campaign has the same hazy/blurred look and feel. It has a bit of a sombre tone, which we implemented to enhance the heaviness of the topic of addiction.

Give some indication of how successful the outcome was in the market
The Partnership at Drugfree.org boasted this campaign as the best work they’d seen in years. And the proof is in the results.

The campaign is pacing well with 20.6% of impressions goal achieved through week 4 of the campaign. Click and Retweet rates are above 140 Proof averages demonstrating the targeting and creative is speaking to its desired audience. After one month, CTR was 25% above average of 0.48% and the RPM Rate is 1.93 times above average.