Task

Every 4th teenager in Kyiv eventually tries drugs, so the goal of our social advertising campaign was to show young people an alternative way to get thrills and vivid impressions, to open new horizons for them.

We decided to bring troubled teenagers to the Aerospace Center, a non-governmental educational organization where they can become parachuting athletes, military or commercial pilots.

Skydiving is a life-changing experience. It gives a whole new perspective. People give up drugs after trying to jump with a parachute because nothing can match it.

Solution

To reach the audience who needed it most, we used a drug distribution channel to invite young people to try skydiving.

We drew our @TryBlueSky account on top of drug dealer contacts, offering the first attempt for free. In a certain place, we offered teenagers packages. Postcards for a free skydive were inside! The jump was an introductory one at the aerospace center, where young people could take a parachute course or start a career in aviation and space.

Result

• The campaign lasted 1 month.
• 200 flyers were distributed.
• 87 people jumped.
• 33 people became students.

Awards