RaiPlay has introduced a new campaign titled “Stop. Think for a Minute” to educate young people about the risks associated with addiction. This initiative is available on the RaiPlay platform under the section “Stay Independent” and features nine one-minute video clips, each focusing on a different substance. These clips were developed in collaboration with the Department for Anti-Drug Policies.

The campaign’s videos use animation to engage primarily preadolescents and address nine substances: cocaine, heroin, cannabis, MDMA, hallucinogens, new psychoactive substances, tobacco, alcohol, and fentanyl. Each one-minute video aims to provide medically and scientifically backed information about these substances, highlighting their effects—often unpredictable—and the risks they pose to health and well-being. As the campaign tagline emphasizes, “There are choices that can change your life. Stop. Think for a minute.”

Initiative Overview

Recent data collected by various competent authorities indicate a rise in addiction indices in recent years, particularly following the pandemic. This increase is notably significant among younger age groups, with the age of initial drug use steadily decreasing. The institutional communication campaign, created by the Department for Anti-Drug Policies in collaboration with Rai, aims to raise awareness about the importance of making informed choices and daily prevention to protect health and safety from the dangers of drug use and to combat addiction.

Objectives

The campaign aims to strengthen the culture of prevention through scientifically backed information presented in simple yet accurate language. By doing so, it seeks to combat the phenomenon of substance use, promote public health, and encourage young people to be active participants in social life.

Target Audience

The campaign targets preadolescents and adolescents, specifically those aged 13-16.

Message Content

The campaign addresses several substances—cocaine, heroin, cannabis, tobacco, MDMA, fentanyl, alcohol, hallucinogens, and new psychoactive substances—highlighting that while they may seem familiar, their true dangers are often underestimated. The risks associated with their use are numerous and scientifically proven, and their effects are unpredictable and always dangerous. The choices you make can change your life. Stop, think for a minute.

Tools and Media

The campaign is disseminated across Rai networks (TV and radio spots), the RaiPlay platform, and RaiPlay’s social media channels.

Find more from RaiPlay (Italy, June 2024)