Developed by Leo Activation - Leo Burnett's below-the-line unit - the ads draw a parallel between taking drugs and the poison of a venomous creature. Philips has also set up the Guiding Light Fund, under which it will donate a portion of the proceeds from the sale of any of its fluorescent light products to organisations involved in rehabilitating addicts and educating people about the dangers of illicit narcotics. To date, more than US$60,000 has been raised.
The Government estimates that at least seven million people used illegal drugs last year. The Philips campaign coincides with a new - at times deadly - push by authorities since the start of the year to combat the problem.
