Courageous Conversations

Link to Campaign Case Study by Captus Advertising:
https://www.captusad.com/2020/06/16/overdose-campaign-case-study/

Link to Campaign Materials:
https://www.stopoverdose.gov.bc.ca/theweekly/resources-punjabi-SC-and-TC

A year and a half after the release of the "Stop Overdose BC" campaign, the BC Government Communications & Public Engagement agency (GCPE) enlisted the help of a multicultural ad agency, Captus Advertising, to adapt the campaign for ethnic audiences. Captus Advertising, however, concluded that the campaign could not be adapted because of cultural incongruence, so it developed a new but related campaign to resonate with the collectivist and family-oriented cultural values of Asian audiences. The campaign stressed the importance of listening as "one of the best ways to help [those who struggle with drug use]" (see image). This campaign had two phases consisting of print, digital, and radio ads.

Captus Advertising Art Director, Jacky Phua

2019-01-09

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