This Campaign Encourages Binge Watching as a Drug Prevention

SHORTCUTS campaign highlights the dangerous allure of drugs for young people sparks massive reactions, resonating with gen z and redefining the public’s perception of drug addiction.

The series, titled 'ADIKTS' is a part of Czech Insurance Association Police of the Czech Republic’s 'SHORTCUTS' campaign, created in partnership with McCann Prague to underscore the urgency of effective prevention.

'SHORTCUTS' was born from the idea that in our modern society, everyone is looking for their next quick hit of dopamine or instant gratification. Gen z are a generation that demands authenticity, so the approach of cliché, traditional anti-drug campaigns didn’t speak their language. Recognising the inadequacy of conventional methods, the Czech Insurance Association pioneered a new approach. Instead of instilling fear, they rather focused on understanding the allure of drugs: for many young people, drugs represent a shortcut to a state of happiness, success, popularity, or love - promising immediate fulfilment of their desires.

The Czech Insurance Association Police of the Czech Republic and McCann Prague collaborated with agencies Hero&Outlaw and Renegadz to effectively engage with the target audience (young adults aged 13+) tapping renowned director Adam Sedlák, a rising star of Czech cinematography known for his unique approach to audio visual storytelling which attracts younger audiences. His work was also recognised by several international festivals. Together, they created 'ADIKTS' as a part of the SHORTCUTS campaign: a limited series that initially portrays drugs as glamorous shortcuts to pleasure. However, as the storyline unfolds, it gradually reveals the harsh reality of drug abuse - an overwhelming, uncomfortable, unbearable, and dangerous experience.

The Czech Republic is among the most drug liberal countries in the world – and due to several factors including, the pandemic, financial crisis, and war in Ukraine, the topic of prevention has fallen off of the list of political priorities. In 2024, as drug usage among teens in Europe resurges to pre-covid levels and the emergence of new synthetic drugs like HHC or THCP pose heightened risks, young people are more vulnerable to the dangers of drug addiction than ever before. According to the European Monitoring Centre for Drugs and Drug Addiction, an astounding 24% of 16-year-olds have used illicit drugs in the last 12 months.

“We wanted to find a way to reach our younger audience effectively about the importance of drug prevention. Instant resolution and quick reward are highly encouraged in today’s culture, which inspired us to create SHORTCUTS,” explains Jan Matoušek, executive director of the Czech Insurance Association. “By being realistic and honest about the horrors of drug abuse and what drug prevention should really look like, we were able to spark a national conversation about the dangerous attitude we, as a society, take towards addiction.”

The series (which became the most successful streaming launch in the history of Czech Television) sparked widespread debate across all media forms and through word of mouth, polarizing the public and drawing attention to an issue that was being seriously overlooked by the community. Criticised by some and celebrated by others, it captured the attention of celebrities, experts, journalists, and fans.

Having successfully ignited discourse on the root causes of substance abuse, the campaign transitioned from fiction to reality. Following the 'ADIKTS' series, the campaign debuted a documentary shedding light on the true state of the drug scene in the Czech Republic. By airing the educational content during prime time on national television, the lifesaving information was widely disseminated. All the content is covered also on the campaign website and social media.

In the first month, the series reached over one million views via online streaming, and the overall campaign reach exceeded 7.5 million individuals (69% of the Czech population), making it clear that our message resonated with audiences far and wide. Furthermore, there was a remarkable 300% increase in media coverage dedicated to discussions surrounding substance abuse - an achievement made possible by our commitment to confronting the realities of drug use head-on.

Through audacious storytelling, the Czech Insurance Association, with the help of McCann Prague, has sparked a national conversation that transcends boundaries and paves the way for meaningful change. The campaign is just the latest innovative move from the Czech Insurance Association, known for its creative ideas that encourage consumers to take more care with their lives. Previous campaigns included the Cannes Lions-winning '13 Minutes' and 'National Delay Day' road safety campaigns.