By consolidating their individual funding through 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 amongst young Londoners – particularly 16-24 year-old ‘clubbers’. We created an umbrella brand, LondonDanceSafety, to use on all campaign materials. Focus-group consultation showed us that a poster campaign would be the most effective media by which to reach our

audience. The emphasis was on the five most widespread drugs used by young people in clubs. We designed a series of posters, which were placed at London Underground sites and on bus and tube interiors. The design reinforces the campaign’s strategy of directness, immediacy and accessibility of information, whilst the visual language borrows from the work of Op artists such as Bridget Riley and Victor Vasarely. The campaign was nominated for a D&AD Silver award.