Toronto Crime Stoppers begins ecstasy awareness campaign
Toronto Crime Stoppers has begun an advertising campaign intended to raise awareness of the harmful ingredients that can be found in the recreational drug MDMA, also known as ecstasy or Molly. The campaign, developed pro bono by DDB Canada of Toronto, is called "Cookin' With Molly." It takes the form of a cooking show parody, in which a drug manufacturer describes his recipe for combining the drug with methamphetamine and bath salts. It ends with the copy, "Molly is not the drug you think it is."
The campaign is aimed at consumers between the ages of 15 and 25. It consists of an online video along with pre-roll, newspaper, transit shelter and out-of-home advertising, as well as social media activities and a website at <http://www.cookinwithmolly.com>. Media planning services were provided by OMD Canada. The campaign will run until the end of February.
"These party-type drugs have been a growing concern, and Toronto Crime Stoppers wanted to tackle this head on without being heavy-handed, so the cooking show format is intended to be tongue-in-cheek," said Craig Ferguson, senior art director at DDB. "At the same time, this creative still allows us to educate people on the harmful, hidden ingredients found in MDMA, which was our key objective."