ABOUT

One in three people suffers from addiction the UK. It often breaks up families, damages communities and destroys lives. Yet despite all this, there is a great deal misconception surrounding addiction.

Action on Addiction is the only charity working in the field of addiction research. It deals with prevention, treatment, education, support for families and raising awareness. But as a relatively unknown charity, fighting to stand out in a landscape of worthy charitable organisations.

This outdoor billboard brought a harsh reality to the attention of parents and children alike. The syringe was created using hundreds of handprints gathered from children who face addictions in the future.

As a result of the small, yet effective media spend, awareness of this unknown organisation went up by 43%. Finally, addiction was on people's radar of causes worthy of support.