Methamphetamine is currently Arkansas’s greatest drug threat. This prevention campaign is aimed at building community awareness, education, and capacity to eradicate methamphetamine in the state.
Agency: Stone Ward
Client: University of Arkansas Little Rock & Arkansas Department of Human Services
Conway Billboard near University of Central Arkansas
The Campaign
“Me Over Meth” ultimately means to choose life over meth. That might mean choosing your children over meth, choosing yourself and your well-being over meth, or choosing your community over meth.
The Creative Concept
Arkansas Represents Me
This concept empowers Arkansans to choose “me over meth” through a dynamic mix of personalization and direct messaging. Bold type is used in juxtaposition with warm photography to showcase the people of Arkansas in an eye-catching way.
The Assets
The campaign consisted of primarily out of home advertising across the state in the form of print/digital billboards, direct mailers, print publication ads, newspaper stickers, and city bus wraps. I designed all of the OOH with intentional photography selections to best represent the specific regional landscapes and demographics for the ad placements. In order to direct people to resources and education, a microsite was also created with my art direction.
Brand styleguide–logo creation
Brand styleguide–toolkit & imagery
Billboard near Arkadelphia
Billboard near Hot Springs
Statewide Billboard Placements
Direct mailer
Arkansas Democrat Gazette front page sticker
City bus tailgate wrap
Microsite landing page
