Cocaïnomanes anonymes (Cocaine Anonymous) has launched a multimedia campaign that paints a grim picture of the future for abusers of the drug.
Created by Kami.case of Montreal, it’s the first Canadian campaign for the global organization, and has been picked up by Cocaine Anonymous in the U.K., according to the agency’s creative director Mathieu Fortin.
Part of the print campaign is also being adapted for English Canada.
“Before this campaign, what we saw in Canada was part of a worldwide campaign,” said Fortin. “This campaign is designed to get the organization’s name out there and to promote its 24-hour phoneline and in order to do that, we decided to produce some graphic creative.”
The main campaign consists of three street posters and billboards, radio, website with guerrilla marketing to be added next spring.
The posters feature a razor blade, lines of cocaine, a telephone number and Cocaïnomanes-anonymes.org.
In one poster, the lines form the message “Une ligne 24h/24h” (One line 24 hours a day). The lines in the second poster form a cross on top of a coffin, while the third poster features a skull made from the white powder.
In the radio spot, a man tells his friends, “I’ll be right back,” as he enters a bathroom, opens a bag, cuts some lines and sniffs them before breaking down. The voiceover says: “Cocaine Anonymous, 514-527-9999, one line 24 hours a day.”
