IMOKTA

Bolton Drug Action Team

http://www.imokta.co.uk/

Brief

To create a universal harm prevention campaign for 10 to 14 year olds.

Solution

We created a multi-media campaign directing young people to a fun and engaging website that they could contribute to. Key to the campaign was giving young people the confidence to say NO to potentially dangerous situations. The brand we developed, IMOKTA or ‘I’m OK ta’, empowers people to say this in a more positive way. The brand and concept won an award from Viacom Outdoor and the key concepts were tested in several user groups. Recognition of the brand amongst the user groups was over 80%. Due to the success of the initial campaign, Bolton Drug Action Team commissioned a follow-up campaign in 2007.