#MachEmolEnPunkt: Brandkitchen supports the St. Gallen Addiction Aid Foundation

The #MachEmolEnPunkt campaign has two objectives: On the one hand, it is intended to provide targeted help to people who use drugs and their relatives, and on the other, to draw attention to the work of the St. Gallen Addiction Aid Foundation. The central idea behind #MachEmolEnPunkt is to encourage self-reflection. The provocative questions and statements are formulated in dialect and address those affected and their immediate environment at eye level. The campaign, which has been running in the city and region of St. Gallen since Tuesday, draws attention to cocaine addiction and the associated consequences in several waves. It will conclude in April at OFFA 2020, the spring trade fair in St. Gallen, in the form of a special exhibition.

To achieve these goals, all of the typeface elements for the purely typographic and black and white campaign were composed of photographed cocaine. This suggests the consumption of the white powder and leaves the impression of authenticity. The uninterrupted flow of speech typical of cocaine consumption is simulated in the messages by means of closely spaced spaces without punctuation.

The campaign uses a series of posters and advertisements with seven different questions and statements, involving the foundation's networking partners such as schools. In addition to the animation for cinemas, online banners, the foundation's own website and giveaways such as postcards and beer mats are also used.

Jürg Niggli, Managing Director of Stiftung Suchthilfe St. Gallen: "We are convinced that we have found the right appearance with the right, target-oriented methods for the campaign. The Brandkitchen team impressed us right from the start with their creative and fresh ideas. It was important to us to address not only people who consume, but also their immediate environment. It was great to see how Brandkitchen understood this and put their heart and soul into not only the concept but also the implementation. We now hope that our phones are ringing off the hook and would like to thank Brandkitchen for the great collaboration."