A life-saving awareness campaign
Less stigmatization, more dialogue: Producer Jacob-Lucas Burckhardt and director Leve Kühl explore Drug Checking in their poignant 3‑minute film. Personally affected by a tragic loss, they aim to bring attention to professional substance analysis coupled with personal counseling, with the goal of potentially saving lives. Currently, Drug Checking receives little attention in Germany. Our task? To develop a campaign approach around the film to give more visibility to this crucial issue.
We have developed a comprehensive approach that initiates discourse and encourages societal engagement with drug consumption and drug checking. The campaign title, “Highlife.” stylistically opens multiple layers. It not only refers to the highs and lows of life but also establishes a thematic connection to drug checking.
The Highlife Campaign combines art and social responsibility. We are proud to be part of this project that is not only artistically appealing but also conveys an important message and prompts reflection. There is no risk-free drug consumption, but it’s crucial to break down prejudices and provide resources for counseling and support.
We prioritize a Social First approach for maximum impact. The campaign content is featured on its respective Instagram channel, @saferhighs, as well as on the newly launched website saferhighs.org. The content strategy is based on both: the emotional storyline of the film and informative facts about drug checking. Additionally, posters and stickers have been strategically placed in locations where consumption often occurs, such as clubs.
Project Management: Ines Harer
Art Direction: Isabella Witzany-Wokalek, Andreas Drosdz
Strategy & Concept: Jessica Schweinoch, Dennie Max Pfau
Social: Hanna Weil, Amelie Bußmann
Digital: Dominik Wieland, Kai Wieland, Paul Krauss
Film produced by Upperfast & Bonaparte Leve Kühl, Jacob-Lucas Burckhardt
Photography: Andre Josselin
Partner: KnowDrugs / Philipp Kreicarek
