“Take drugs and you could spend 12 months in a cell this size, with 2 other people” – actual size of the prison cell is painted on the floor of bus shelters, allowing target to think through the message on the floor. The ads capitalize on the emotions of our target to make them think more deeply about the consequences of drug abuse, thus deterring their thoughts of trying it.

The campaign evokes sentiments from our target audience, attracting their attention and getting them to think deeper about the consequences of drug abuse, hence banishing the thought of trying it for the sake of their loved ones.