Drug abuse and addiction

1. ADVERT PITCH
BY AMANDA ROBINSON

2. DRUG ABUSE & ADDICTION

3. ORGANISATION INFORMATION
The National Institute on Drug Abuse (NIDA) is a United
States federal-government research institute whose mission is to
"lead the Nation in bringing the power of science to bear on drug
abuse and addiction.
• They started back in 1935 where they opened their first research facility.
• One of NIDA's most important achievements has been the use of science to
clarify central concepts in the field of drug abuse
• NIDA and funded by The White House Office of National Drug Control Policy,

4. AIM OF ADVERT CAMPAGIN
The aim of my advert campaign is to educate my young adult audience about drug
abuse and addiction.
I aim to educate them about:
 The effects e.g. on their future
 How you can get addicted.
 How it starts
 What happens
 How it affects their loved ones

5. TARGET AUDIENCE
The secondary target audience I am aiming for are
young females and males.
 They are from less privileged backgrounds.
 They are in education (sixth form year 12-13)
 They are interested in going out with friends.
 They also could be in full or part time
employment.
 Their interests vary from reading to watching
movies.
 They may not know much about the real effects
of drug abuse and addiction.
The primary target audience for my advert are parents.
• They could be ingle or still with their partner.
• They will not know much about drug abuse and
addiction.
• They will want to understand and help their child.
• They will also need help to understand their children
and how to cope with their behaviour.

6. PRIMARY & SECONDARY RESEARCH
SUMMARY
PRIMARY RESEARCH
 Creating a survey: “Do
you ever accept illegal
substances when offered
at parties?
 Focus group: which I
asked my target
demographic of sixth
form students.
SECONDARY RESEARCH
• Searching the internet for information
about drugs.
• Creating a research log table to
record what I had found on the
internet.
• Watching other people`s adverts
relating to drug abuse and addiction.

7. MESSAGE
 The main message of my advert is that my target audience is that drugs have
negative consequences and also that they always have a choice to say no to
what they are being offered.
 I also want them to be aware of the drugs and what effect they have on
people`s body.
 I want to highlight to my target audience that it affects their loved ones in a
really negative way.

8. REALISM
 I want my advert to focus on the real side of what really happens
with drug abuse and addiction.
 My target audience will get the full shocking side of how raw and
real of the truth of drug abuse and addiction.

9. NARRATIVE
 The narrative of my advert is that I will have a mother seeing her
daughter taking drugs. The mother will be unable to focus at work
because she is thinking of a ways to help her daughter.
 Her daughter will get worse and the mother will start to neglect
the younger children and they will end up missing school and not
eating.
 The mother will eventually kill herself leaving her whole family
devastated and her daughter that takes drugs confused.

10. TELEVISION/ONLINE
 I AIM TO AIR MY ADVERT ONLINE AND TELEVISION.
 I aim to put it on channels such as E4 after and during Hollyoaks.
 I also aim to air my advert on BBC1 after 8:30pm.
 I also aim to put it on YouTube.

11. BREACH OF LEGAL OR ETHICAL ISSUES
 I will ensure that my advert does not break and ethical guidelines or cause
too much distress towards my target audience.
 I will also ensure that my advert does not attract the attention of the ASA or
OFCOM because that will indicate that it is not friendly for the television or
internet.