Young Glory September 2016

1. SAY NO TO FENTANYL
November 2016

2. SITUATION
Although Fentanyl is a very dangerous drug,
many young people do not understand how dangerous it is.
So serious accidents will often occur.

3. GOAL
By bringing in discussions involving media, we achieve the following perception change.
Fentanyl is a particularly dangerous drug
compared to other drugs.
Fentanyl is a drug that we can easily get high by using it.

4. How to communicate
Fentanyl is up to 50 to 100 times more toxic than morphine
and 30 to 50 times more potent than heroin.
If such poisonous fentanyl is in a familiar food and drink,
how does the media respond?

5. IDEA
NEW ENERGY DRINK
“RED BULL FENTANYL HIGH”
INGREDIENTS（280mL）
Caffein 80mg
Arginine 200mg
Fentanyl 0.2mg

6. RED BULL announces that they will sell
new energy drink “RED BULL FENTANYL HIGH” one month later.
RED BULL also announces the implementation of large-scale sampling
on the release day at the Central park in NY .
RED BULL release new energy drink “RED BULL FENTANYL HIGH”
INGREDIENTS
280mL
Caffein 80mg
Arginine 200mg
Fentanyl 0.2mg
PRESS RELEASE AD
RED BULL
FENTANYL HIGH
NEW DRINK “RED BULL FENTANYL HIGH”
INGREDIENTS 280mL
Caffein 80mg
Arginine 200mg
Fentanyl 0.2mg
INGREDIENTS 280mL
Caffein 80mg
Arginine 200mg
Fentanyl 0.2mg

7. RED BULL also publishes a short movie
informing of the ingredients of the new drink and reaction of the drinker.
New enrgy drink “RED BULL FENTANYL HIGH“
INGREDIENTS 280mL
Caffein 80mg
Arginine 200mg
Fentanyl 0.2mg
Fentanyl 0.2mg

8. Media continues to object to this dangerous drink one after another.
Daily coverage spreads the risk of Fentanyl among people rapidly.
INGRED
IENTS
280mL
Caffein
80mg
Arginine
200mg
Fentanyl
0.2mg
DANGEROUS DRINK WILL DEBUT!?
RED BULL release new drink
“RED BULL FENTANYL HIGH”

9. On the day of release, at the sampling event RED BULL announces
that it has canceled the release of “RED BULL FENTANYL HIGH”
and it was a campaign to appeal to the risk of Fentanyl.
STOP ABUSING,
SAY NO TO FENTANYL