Simple was engaged to work closely with Drug and Alcohol Services South Australia (DASSA) to not only design and develop a ‘one stop shop’ supporting individuals and their families by providing easier access to alcohol and other drug treatment service information, but also develop a brand for the website, and roll out an integrated advertising campaign including custom photography to suit.

The website and campaign assets were developed in consultation with clinicians, DASSA clients, affected families, community members and service providers. It was important to use correct terminology, free from negative connotations with positive, non-stigmatising and easy to understand language throughout all touch points.

The headline ‘Know Your Options’ with tagline ‘Finding help for alcohol and other drug use’ were selected through stakeholder testing resulting in the domain name “knowyouroptions.sa.gov.au”.

Concern about the use of alcohol and other drugs can be distressing for individuals and families and it was important that accurate information about getting help was able to be accessed as quickly and as easily as possible. The user experience of the website was meticulously wire framed and developed as a result of this.

The websites main tool — the services directory — allows users to simply input their postcode or search by keyword to find the treatment that’s not only right for them, but closest to them, too.

An integrated advertising campaign spanning pub and club venue ads, GP & pharmacy screens, radio and digital marketing was rolled out to coincide with the website launch and media releases. The campaign targets the two primary users of the website — individuals and their family members — and incorporates a different testimonial for each, taken from previous DASSA clients. 
 

Knowing that those with an alcohol or other drug problem will often find any excuse to dissociate themselves from those portrayed in advertising campaigns, we took every measure to ensure the location, talent, and socio-economic status remained free from stereotypes and a kept a level of anonymity throughout the photography.

There are many individuals and family members in our community who are unfortunately desperately seeking help for alcohol and other drug problems — providing them with the resources and tools for them to turn their lives around is a powerful step in their recovery process.