This campaign was mainly aimed at heroin addicts.

It was heavily researched during its development.

NLP (Neuro-linguistic programming) techniques were used to fine tune the copy for the target market.

We also conducted interviews with drug dealers to make sure we really understood the little triggers that might help change behaviour.

As well as conventional media channels, like posters and cinema, it also utilised more unusual opportunities to get noticed; messages printed on paper bags at needle exchanges being just one example.