By consolidating their individual funding from the Department of Health, the Drug Action Teams representing all the London boroughs were able to focus their resources on a single, high-profile campaign to raise awareness of the risks involved in illegal drug use among young Londoners – particularly 16-24 year-old ‘clubbers’. We created

an umbrella brand, LondonDanceSafety, to use on all campaign materials. The Vital Information Pack, part of the LondonDanceSafety poster campaign, is a 40page booklet designed to inform and empower London ‘clubbers’ to the risks, effects and legal issues of taking drugs. It’s credit-card sized, sexy, silver and essential.