Illegal drugs continue to be a part of our society and will continue to be consumed in the future despite criminalization and bans. Since 2023, drug checking, a method to test drugs for purity, is legal in Germany. The goal of the initiative "saferhighs" is to draw attention to drug checking and finally initiate a fact-based debate that minimizes risks and prevents overdoses.
Consumers are younger, more educated, and have arrived in the middle of society. Instead of relying on deterrence and lectures, we tell a love story in which our target group can see themselves. Through the story, we want to put the viewers in the situation of the protagonists and show them that it could also be their own story.
Our three-and-a-half-minute spot begins in the heart of a nightclub, where Leon and Sophie meet. We experience the highs and lows of an emotional relationship before the harsh truth of reality catches up with us.