Hunter Kelly
NYC
Creative strategist with 8 years of experience making ads.
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Truth Initiative has been working hard to focus American’s attention on ending the opioid crisis. For this campaign, we were asked to speak directly to a younger audience who may be experimenting with drugs without realizing the full consequences.
STRATIGIC UNLOCK
The invincibility young people feel is exactly what makes them most susceptible to opioid addiction. These spots contrast the excitement young folks feel when they start reaching adolescent milestones with the harsh reality of how even a small exposure to these drugs can ruin their future.