The new campaign is targeted at parents and friends of heroin addicts, marking a shift from previous campaigns. The 1998 approach, through BateyAds, focused on the horrific physical realities of heroin addiction, while Leo Burnett Co.'s 1999 campaign homed in on the effects of heroin.
The campaign includes two 30-second TV commercials, a 30-second radio commercial and a series of print ads. TV and radio ads were in four languages: English, Mandarin, Malay and Tamil.
Both TV ads tell parents not to allow heroin to take over their place. The first ad, "Altar," pans across a series of photo frames with a mother talking about her son in those pictures in happy times. Eventually her voice breaks as the final picture frame turned out to be the one on the family altar.
The second ad, "Parents," shows a young man describing the security of being a child and equating that to the feeling heroin can first provide.
The radio spot kicks off with the sound effect of an electric blender being switched on and off, as if by a child. The voiceover says: "To a child , the world holds many wonders that await his discovery. But some things are best left alone." At this juncture, the listener can hear lashing blades of the blender jamming up violently. He is left to imagine what happens to the child and a reminder of the adage that a child's curiosity can be dangerous.
Every year, the Partnership invites agencies to present ideas through the Singapore ad agency association and the trade press. MediaCorp and Singapore Press Holdings have donated media costs.
Copyright May 2000, Crain Communications Inc.