"Internal not External"
A campaign fighting the stigma around drug addicts.
The goal is to educate and inform parents as to how it starts and ends. The advertisement will have a mirror where the individual will see themselves and reflect on the message. Seeing yourself within the poster will trigger a proactive emotion that will encourage you to take action.
The black space will be a mirror and the text in that area will be black. Subjects will see themselves in the advertisement, giving them a moment to reflect.