Suboxone: Art for a new start

We’re all familiar with the typical 'fast-paced'advertising that appeals to mainstream audiences. But what do you do with a target audience sits well outside the boundaries of conventional media. The brief for Euro RSCG Australia was to promote Suboxone an innovative new therapy aimed at the 100,000 or so Australians currently dependent on Heroin. An audience that’s skeptical and cynical of conventional media. And as if this wasn’t enough of a hurdle, Suboxone as a Heroin treatment, is also S8 pharmaceutical, so any direct or branded consumer-focused advertising about the product is strictly forbidden. So instead of creating a campaign we created a conversation. Rather than using traditional media, we decided to take our message to the streets. Teaming up with three renowned (Australian) street artists we set about creating eye-catching events that would resonate with our audience in their social domain. Created over two days in Sydney and Melbourne within the urban communities afflicted by long-term drug issues. The events broke down the complex barriers surrounding treatment information, sparking a real-time conversation with our tight knit audience. What’s more, the organic positioning of the works contributed to rejuvenating and brightening the otherwise grey urban landscapes. Since the launch, not only has the art been accepted as part of the native environment, there has been 42% increase in uptake of the product, giving credence to the impact of the campaign.