A spokeswoman from creative agency Triangle Worldwide, which co-developed the drive, said that the Government frequently campaigned against drug-abuse, with minimal effect. “The recall among the young people is pretty low,” she said. “But most importantly, young people don't take the message to heart.”
The two television commercials show the removal by drugs of ‘face’, a concept of dignity highly valued in Chinese culture. Drugs are shown to induce impotence and incontinence in users, and the campaign is not afraid to present the scenarios bluntly.
Credits:
Project Sunny Macau
Client Macau Sin Meng Association
Creative agency Triangle Worldwide, Hong Kong
Chief creative officer Rodney Tam / Melinda M.Y. Chan, Sin Meng Association
Art director Raymond Wu,
Copywriter Melinda Chan
Agency producer Lai Ching
Production house 321
Exposure Television