HIKESHI DM DO SPORTS. NOT DRUGS. by Hakuhodo Tokyo, Sustena



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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Director Shigeki Inoue
Executive Creative Director Kenji Isezaki
Creative Director Miyako Maekita
Art Director Akihiro Azuma
Copywriter Keiichi Sasaki
Producer Takayuki Mihara
Agency Sustena
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: HIKESHI
Agency: Sustena
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Copywriter: Keiichi Sasaki (Hakuhodo Inc.)
Art Director: Akihiro Azuma (Hakuhodo Inc.)
Executive Creative Director: Kenji Isezaki (Tokyo University Of Foreign Studies)
Creative Director: Miyako Maekita (Sustena)
Producer: Takayuki Mihara (Toyota Tsusho)
Director: Shigeki Inoue (Hakuhodo Universal Design)
Media placement: Football - Elementary School In Teheran - 1 October 2009

Describe the brief/objective of the direct campaign.
One out of 17 Iranian children is addicted to drugs. And even more shockingly, elementary schools are one of the most serious drug dens in town. Drug addiction not only destroys their health and family, but drives crime. And what is worse, the money acquired is used for trading arms. Advertising has preached children, “Don’t do drugs,” a typical headline. However, the situation hasn’t changed at all. The challenge is to create an advertising idea that changes their perception and triggers them to change their behavior to do something positive.

Explain why the creative execution was relevant to the product or service.
Traditional advertising would not work with these children. First, the advertising will only tell them that they should not do drugs. There will be no interaction. Second, ads are unfortunately removed or trashed after a period of time. And the effect is gone. Third, ads don’t stay with children wherever they go. However, our solution is interactive and it sticks to them whenever they go—even inviting more children to join.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The ideal outcome was to keep them away from any chances of getting in contact with drugs, because drugs will just suck them in. That is, to do and keep doing something positive and fun. Elementary school children received a special encouragement: a unique football that will let them play. Our solution put them into play and kept them totally away from drugs. All done in a very healthy way.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With just a single ball, 22 players, often involving many more, stayed away from drugs when they were playing football. And the problems are solved as long as the ball stayed with them. Currently, 144 balls have been sent to Iran, putting at least 3168 children in play. These footballs are keeping them away from drugs even at this moment.