Dept of Health

Ice Destroys Lives

This hard-hitting commercial showed the ways illicit use of the drug Ice touches the lives of everyday Australians, from families and work colleagues, to those in the front line emergency services. Executions ran across TV, cinema, YouTube and social media. 4.25 million YouTube views and an 80% recognition of the advertising amongst the ‘at-risk’ youth target audience helped make Ice an important dinner-time conversation across the nation.

Video poster

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