The challenge
In 2022 and 2023, the National Council Against Drug Abuse ran What’s Your Fix?, a campaign that moved away from a paternalistic message towards one built on empathy and young people’s own values.
What we did
Black Dot created media opportunities that addressed misinformation about drugs and carried personal stories, supported by social media outreach. In April 2023, we also ran a media training session for council members on speaking about preventive drug education and community support, including how to handle sensitive questions on enforcement and regulation.
The outcome
Over the two-year campaign, Black Dot secured 61 media reports across vernacular outlets, with a combined PR value of more than $1.4 million. After the training, the number of council members willing to take part in media opportunities doubled.