To reach out to the relevant audience and promote the helpline in a cost-effective manner. Using the existing ‘Keep Off The Grass’ signage, commonly found in parks and lawns to reach out to the drug and substance addicts and let them know that help was just a phone call away. The idea was first conceptualised as a poster to be put up outside pubs and on college bulletin boards. While the creative did the job, it proved to be an expensive medium for the client. It also targeted a narrower audience. This forced us to rethink and it was only after our discussion within the agency and the media team that we came upon promoting the helpline using innovative media. SPYM is an NGO working towards the prevention, treatment and rehabilitation of drug and substance abuse. It has also lobbied successfully with the Government to strengthen legislation on drug trafficking and abuse. Its operations in 22 regions across north India are extremely demanding on the limited funds and leave hardly any budget for advertising or promotion.The ‘Keep Off The Grass’ signage, commonly found in parks and lawns was used to deliver a simple message, simply. It worked at 3 levels:Cost-effectiveness - Use of an existing medium meant minimum investment;Audience - A study by SPYM revealed that 30% of the city’s drug abuse and peddling takes place in parks;Acceptability - It reached out to the drug users and let them know in a non-intrusive manner that help was now a phone call away. Because it used an existing medium that needed minimum fuss, it was also acceptable to the various park authorities.

The idea was first conceptualised as a poster to be put up outside pubs and on college bulletin boards. While the creative did the job, it proved to be an expensive medium for the client. It also targeted a narrower audience. This forced us to rethink and it was only after our discussion within the agency and the media team that we came upon promoting the helpline using innovative media.