Sanca - See the Problem
A print campaign I finished recently for the South African Narcotics Counseling Association. The line simply reads “If you can see the problem, speak to us” and was preceded by the toll free number of Sanca. The basic idea is that the drug abuse paraphernalia in the shot is subtle enough that if you have never used it, you would not be able to see the problem, the secondary message is that before counseling can begin it’s important that users acknowledge that they have a problem. The call to action was simply to speak to a counselor via the toll free number.