Goals

Malaysia Substance Abuse Council (MASAC) is a coalition of NGOs that provide free community service for prevention of drug abuse, treatment and rehabilitation for abusers. We were tasked to develop a campaign that raises awareness about substance abuse and their free rehab services for abusers.

Insights

High search volume on Google on Cannabis and other related keywords show more Malaysians are exposed to try or already consuming cannabis. We also discovered several local online drug abuse communities on Facebook (ie: Bani Tenang and Weedbook Malaysia) – with 120,000 audience size on Facebook

Approach & Solution

We strategize the campaign around digital channels with a mission to Connect, Engage and Cure Substance Abusers. We developed a series of videos starring a stringent general character, called High Commissioner.

We published a video a week, driving video views through Facebook and YouTube, and inviting them to answer our addiction quiz on a newly developed website. At the end of every quiz, they were presented with a list of articles that are relevant to them – either they are an abuser or a relative/friend.