reachforthefacts.com.au: Reach for the Facts

Over 3.1 million Australians take prescription opioids yearly. Often used to manage injury-related pain, many users are unaware of the risks associated with this highly addictive drug. But with physical dependency beginning after just five days, many descend into a destructive cycle of opioid addiction without even knowing why. Showpony advertising, created this press ad to reflect that disturbing journey from pain management through to full-blown, emotionally fuelled addiction. No small challenge for a static, single colour, copy only execution.
The stripped-back design takes full advantage of the newsprint medium, with a composition that literally drags the eye down the page to body copy that delivers an essential message about the risks associated with prescription opioid usage. Despite being a simple ‘strip ad’, the execution demands attention, making it impossible to turn the page without fully exploring the message.