The Project

Drugs are everywhere, even on social media. The premise is that, according to independent research and advocacy organisation Volteface, one in four one in four young people on social media reported that they see illicit drugs advertised for sale. That's not including disinformation regarding advice when it comes to drug support.

To help address this issue, we worked with Instagram and social care charity With You to created a series of impactful animations which were paired with Chunkz' well recognised voice, alongside regional voices from across the country, which he is sharing across his social media channels; letting young people know how to report suspicious drug-related activity on social media.

When it comes to talking about drugs, the strategy from the start was never about preaching; This is a non-judgemental campaign with support for young people whatever stage they are experiencing when it comes to drugs. We knew we had to get on young peoples’ level and create content that would resonate and cut through the white noise on social media and bringing in Chunkz to support felt like the perfect partnership. He is one of the leading trusted voices in youth culture in the UK today.

The series of animations were split into different themes; stress, temptation, peer pressure, support and support accessibility. We also worked with a young people who have had experiences with drugs at a local housing association to ensure the messaging was honest, non-condescending and empathetic. In addition, the illustrations were considered with a fine balance of being visually appealing but not gratuitous in the context of displaying drug use.