How do you get 18-25 year old’s to sit up and take notice of a Government anti-drug campaign?

First we made a conscious decision not to push an extreme and hard hitting addiction message,
as we knew the audience would automatically switch off. So we developed a campaign that effectively holds up a mirror to young Victorians, while posing the question every friend and family member has for them –
‘What are you doing on ice?’

The idea was to get them thinking. Not only about how quickly ice use can escalate towards addiction, but also how their actions impact
upon their lives, and the lives of loved ones around them.
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STRIKE APPROACHED THE LIFELOUNGE AGENCY TO HELP UP THEIR KLOUT WITH THEIR YOUTH AUDIENCE. SO WE CALLED ON NINE TALENTED AUSTRALIAN STREET ARTISTS AND ILLUSTRATORS TO WIELD THEIR CREATIVITY ON A BLANK PAIR OF BOWLING KICKS AND ‘RE:BOOT’ THE STRIKE BOWLING SHOE. THE ARTISTS' SHOES WE USED TO PUBLICISE THE CAMPAIGN, DRIVING FANS TO FACEBOOK TO DESIGN THEIR OWN SHOE.

OVER 500 ENTRIES WERE SUBMITTED WITH 10 FINALISTS TAKING CENTRE STAGE AT LAUNCH EVENTS IN BRISBANE, SYDNEY AND MELBOURNE IN AN EYE-POPPING 3D PROJECTION MAPPING INSTALLATION. THE GRAND PRIZE WINNING DESIGN NOW FEATURES IN STRIKE BOWLING VENUES AUSTRALIA–WIDE, FOR REAL, AND THE STREET ARTIST'S SHOES WERE AUCTIONED ON EBAY WITH ALL PROCEEDS DONATED TO THE REACH FOUNDATION.
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