Editor, Justine Daly, says: "As a media vehicle whose primary purpose is communication with teens, seventeen believes it has a responsibility to discuss the good, the bad and the ugly of these types of issues, and to make sure our readers are fully informed of their options. The aim of this campaign is to encourage teens, their parents and teachers, to talk."
Explaining the "extreme makeover" style of the print advertisements, Daly says: "We took this route because we knew that our readers - who often buy seventeen for its fashion and beauty elements - would respond to this visually powerful message. We're not trying to preach to them because we
know this method is ineffective. We're simply saying: 'Look, this is what drugs do to you. Is it worth it?'"
Each of the ads was designed by advertising agency Lunch who have been tapping into the hearts and minds of South Africa's youth since the relaunch of Lucky Strike in 1999.
A spokesperson at Lunch. says: "One of the biggest issues facing South Africa's youth in the future is drugs. Consequently Lunch. is very excited to be given the opportunity to address the problem by working with one of SA's leading teen magazines, as well as the 'know more' campaign partners,
to talk to this significant segment.
"We're talking to an audience who is very concerned with appearance and image. And, as young women, they are also into transformations - girl to woman, single to couple, sweet to being respected, and looking like all these things. With this in mind, we decided to show them a makeover they'd never forget. We want them to read about it, talk about it and think about it. Essentially it's not about telling them not to, but rather showing them why not to."
Other key strategic partners include Levi Strauss South Africa, who sees the campaign as perfectly aligned with their corporate values of empathy, originality, integrity and courage.
MD, Mike Joubert says: "Consistent with these values, the Levi's brand has always strived to make a difference in the communities in which we operate. Firstly, by having the courage to add our voice and to address tough social issues. And secondly, by empowering people to solve their own problems, and
those of their communities. So it's really fitting that we should be partnering with seventeen magazine in this campaign to combat the use of drugs and more importantly, empowering the youth to make their own informed decisions."
Grapevine Cards Director, Grant Jansen, says. "As an original, youth orientated medium we were delighted to participate in getting this well-executed message out. We always welcome the chance to partner with other mediums on social awareness programs and have previously participated in social awareness campaigns like Aids awareness with the Department of Health and domestic violence with the Department of Social Development, to
name a few. With this campaign, seventeen have demonstrated their understanding of the very real issues that concern the youth today and how rapidly they can change.
