GOOGLE DEADLY DOTS
D&AD GOOGLE FONTS & HMCT | 2023
Dedicated to ending the deadliest drug overdose epidemic, this type-based campaign utilizes Google's Raleway Dots to raise awareness about Fentanyl. With posters and technological tie-ins, it sparks a global conversation about the powerful synthetic opioid that is leaving many as its unsuspecting victims.
Integrated Campaign
Art Direction
Copy Writing
OUT OF HOME
Through a series of posters placed in city centers, Google hopes to highlight just how small the lethal dose is, especially in areas where the drug has made a significant impact. With each dot within the letters on the poster representing an approximate microgram of the drug when scaled appropriately, the message is clear that a seemingly small amount can be lethal. It will further inform people about the severity of the Fentanyl epidemic and encourage those impacted by the drug to seek the resources needed.
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GOOGLE MAPS
Google Maps will provide a visual representation of fentanyl-related incidents, including overdoses and arrests, alongside areas significantly affected by adulterated drugs, aiming to promote safer drug practices. Moreover, it will showcase nearby substance abuse treatment facilities and support groups. This valuable information will raise awareness about the extent of fentanyl-related issues within local communities and emphasize the existence of supportive resources for individuals battling addiction.
GOOGLE MEASURE UP
Utilizing its Measure Up platform, Google will create an augmented reality experience that educates users about the lethal dose of fentanyl. Users will scan a surface or object using their smartphone camera, and the lethal dose of fentanyl will appear on the screen in comparison to their everyday objects.
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