Adpartners Burns Beds For Noffs
Writhing snakes, beds of nails, sheets on fire all play a role in a dramatic new campaign for Ted Noffs Foundation. They represent the torture a child goes through when recovering from serious drug and alcohol issues.
The campaign created by Adpartners will hit cinema screens from mid-May and highlights a unique aspect of Ted Noffs treatment of addicted children, as young as 14.
“The bed is a powerful symbol of the treatment, which gives kids a home for three months in a Ted Noffs residence and puts them through a strict program. Ted Noffs doesn’t just help them detox, they also help kids work through the issues that made them abuse substances in the first place,” says Trevor Fearnley, Chairman of Adpartners. “To some of the kids, it’s torture, but the fact is, it works.”
In researching the project, Adpartners discovered that the Ted Noffs program is effective because it removes the child from their using environment and the triggers that create substance abuse. A Ted Noffs residence is a safe place where with the help of professionals, they can work through relationship issues, manage anger and receive schooling, while withdrawing from dangerous levels of drugs and alcohol.
“The bed idea allows people to experience an addicted child’s mental state. As a graphic symbol, it also works across multi-media opportunities including TV, cinema, print, online and ambient events,” says Fearnley.
Another issue addressed by the campaign is low community awareness. Rupert Noffs says “We are extremely lucky to have Ad Partners on board. This is the first ad campaign we have had in over 5 years. Produced on a peppercorn budget everyone at Ted Noffs hopes this will put us back in the eyes of the community once more.”
“We developed long copy print ads to inform people about the Ted Noffs Foundation and convey the caring, passionate character of these amazing people.
We’d like to thank Ted Noffs for trusting us to create some confronting communications and also Resolution Design, Director Kiku Ohe and Supersonic for their dedication and enthusiasm for the project.
Ultimately we want to make people aware that there are no quick fix solutions in helping a child who abuses substances and while Ted Noffs Foundation has a great success rate, they need donations from the community to keep going over the long term,” says Fearnley.
LOOK WHOS ALREADY TALKING ABOUT IT!
http://www.campaignbrief.com/2008/04/adpartners-burns-beds-for-ted.html