Sugar Addiction PSA
Copywriting, Creative Direction
To capitalize off of the fact that sugar is more addictive than cocaine. A striking 3 piece PSA Ad campaign was designed for the Ad Council with the intention being to raise awareness about the addictive nature of sugar by comparing it to a well known addictive drug, cocaine. The collateral needed to feel credible and scientific while being visually striking to grab the attention of millennials, a group who is educated and responsive to scientific evidence and is willing to change habits after being confronted with negative information.
-
Sugar and cocaine needed to be compared to highlight similarities. After researching visual ways to compare the substances, it was decided the visual relationships with the strongest similarities were brain scans showing effects of addiction, plastic bags holding the substances, or the powder form paired with the chemical formula. Keeping all visuals cohesive a neon green and blue were chosen as the accent colors in order to keep brain scans as scientifically accurate as possible. Placing the design in areas of transit ensured a space where viewers naturally are taking a moment to look up from their phones to navigate. Even going as far as to create an interactive kiosk to see what addiction to both sugar and cocaine does for mental health. To bring the messaging full circle when they arrive at their location we continue the messaging on their screen.
A set of social media posts