I produced a series of public health television and cinema advertisements during my tenure as Scottish Drug Czar. They were created following hundreds of hours of focus group research with adolescents and teenagers.

Each ad spoke to a relevant concern of the varying age groups and the media buying was targeted very specifically to reflect each demographic.

The ads went on to win several awards with 'Dealer' picking up the prestigious European advertising industry’s coveted effectiveness award for its evaluated impact on drug experimentation within the targeted audience demographic.