Situation: The Government of Punjab has been grappling with a severe drug epidemic, with overdose-related deaths and drug addiction rates significantly higher than the national average. Despite previous efforts, drugs have become normalized, especially among the youth, driven by cultural influences like music and social tolerance.
Task: As a marketing and communications expert, the government tasked me with creating a campaign to reverse the normalization of drug use and make it socially undesirable once again.
Action: I developed a campaign called Sher Dil, based on the self-determination theory, aiming to tap into the intrinsic motivations of Punjab's youth to reject drugs and embrace a healthier, purpose-driven lifestyle. The campaign incorporates cultural, educational, and community-driven efforts to reshape perceptions around drug use.
Result: This is spec work, but the intended impact includes a cultural shift in attitudes toward drug use, increased engagement with rehabilitation resources, and reduced relapse rates among addicts.