Ice Prevention
Department of Human Services
Creepy Stuff
From the filthy ingredients that go into the drug, to the disgusting physical and mental side-effects that it causes, this campaign for the Victorian Government set out to position methamphetamines (or ice) for what it really is: a dirty drug. Instead of using traditional ‘shock images’ to get our message across, we decided to use a range of innovative and dirty mediums such as rubbish bins, street posters, toilet bowls and even toilet paper to help spread the word.
To dramatise the insidious nature of ice and bring to life the fact that dangerous chemical fertilisers are often employed in its manufacture, we created this ‘living billboard’. Sculpted by renowned Melbourne artist Corey Thomas, this billboard changed every week to portray the harm caused by ice, symbolised by a giant black creeping weed that appeared to ‘grow’ over a two-month period, slowly taking the entire lenght of the signage – about 3.3 metres high and 25 metres wide. Located in the heart of Melbourne’s drug abuse scene, it increased community knowledge of the dangers of ice and had amazing recall among its target audience. The ‘Creeper’ billboard story was also covered by every major news media outlet in Victoria, including newspapers, radio and T.V.