seventeen takes a stance against drug abuse

seventeen magazine has relaunched its Know More 'Makeover by drugs' campaign with new creative. The move was prompted by the positive response from readers to the first campaign and the need for an increased effort to highlight the benefits of a drug-free life to SA teens.

5 Oct 2005

The new ad campaign will launch in seventeen's November 2005 issue. Every magazine will be sold with a Know More bracelet, which is the symbol of solidarity that supporters can wear to demonstrate their commitment to the cause.

Moving away from the previous message that highlighted what happens to consumers of drugs, the new campaign focuses on teens making a 'cool' statement by saying drugs are not for them.

seventeen's editor, Justine Stafford, says: "Last year's campaign was meant to shock people into thinking hard about the so-called 'glamour' of drugs. It did just that, and we're very happy with the response we've had so far. But now it's time to take it to the next level.

"We feel very strongly that the only way to do that effectively is to start a mini-revolution of readers who come together as a sisterhood of strong girls who know that they're too smart, and too cool, to do drugs. It's a positive image, and one that I think a lot of seventeen readers will respond to."