Boise-based independent agency Drake Cooper has launched an unusual anti-drug campaign for Idaho that avoids traditional scare tactics.  

Instead of showing drugs or warning about their dangers, the campaign highlights everyday positive moments in Idaho—such as spending time with family, outdoor adventures, and community activities—as reminders of what people have to gain by staying drug-free. 

The campaign, "This Is An Anti-Drug Ad," consists of 16 fifteen-second, single-shot videos. Each ad briefly displays the words "This is an anti-drug ad" over ordinary life scenes, with almost no other messaging besides a website and required funding attribution. 

See the work here. The campaign website has additional information for consumers. 

The effort was funded through a grant from the Idaho Millennium Fund and produced in just six weeks. Rather than using a single production crew, Drake Cooper hired 14 Idaho-based cinematographers, videographers, and creators to film scenes in their own communities. The agency said the approach both sped up production and supported local filmmakers. 

“Idaho is full of talented shooters who know their own backyards better than anyone," said Gabriel Silva, director of integrated production, Drake Cooper. "We gave them one brief and one rule, a single shot with no cuts, and they gave us Idaho."

The campaign is running across connected TV, broadcast TV, online video, YouTube, Instagram, Facebook, digital out-of-home advertising and paid search.