2020 Winner

CASE SUMMARY

In British Columbia, illicit drug overdoses have increased at a staggering rate. There were almost four deaths a day in 2018, and Chinese and South Asians were not immune. Ethnic families are close-knit but many aren’t open with each other when it comes to drug problems for fear of being shamed. To remove judgement and encourage support among loved ones, the Government of British Columbia created an integrated campaign spanning radio, print and TV ads, which informed communities that to save lives, “listening could be one of the best ways to help.”

Credits

Creative Director: George Kan
Art Directors: Jacky Phua, Selina Lim
Writers: George Kan, Jackie Quiring, Pooja Sekhon, Jasmine Kaur
Account Manager: Yuii Leung, Candice Liao
Video editing: Jacky Phua, Phoebe Yang