Delivering Compelling Messages on Sensitive Topics

Advertising has the power to connect with people on an emotional level and drive change in meaningful ways. In a world facing numerous challenges—ranging from illegal drug use to public safety to mental health—organizations turn to Drake Cooper as the trusted partner for crafting effective social awareness campaigns. We embrace the responsibility of addressing tough topics, knowing that our work can lead to positive societal impact.

Our Approach to Sensitive Topics

When it comes to sensitive issues, we follow a specific approach to ensure our work is both impactful and responsible:

1. Focus on “What” Over “Why”
We don’t engage in political issues. Instead, we focus on communicating “the what”—the crucial information citizens need to make informed choices and take action. We leave “the why” (which is often subjective and rooted in personal beliefs) to political discourse. This ensures that our messaging remains clear, objective, and impactful.

2. Voluntary Participation by Team Members
Sensitive topics can take an emotional toll, and we’re mindful of our team’s mental well-being. Only those employees who genuinely believe in the cause and are emotionally prepared are involved in these projects. This ensures that our team is fully committed and able to work with both clarity and compassion.

3. Collaborative Strategy Sessions
We kick off each project with a collaborative strategy session involving both our team and the client. Together, we identify the three foundational elements of social awareness messaging:

> The singular message we need to communicate.
> The appropriate tone of voice for the campaign.
> The specific audiences we need to reach.

4. End-to-End, Data-Backed Projects
We strive to deliver comprehensive, data-driven campaigns. This includes budgets and timelines that allow for pre-and post campaign research, integrated advertising efforts, paid media, and a robust web presence. While sensitive topics often come with limited budgets, we ensure that resources and timelines are sufficient to avoid undermining the campaign’s effectiveness from the start.

5. Bold and Attention-Grabbing Creative
Effective social awareness campaigns need to stand out. We develop bold, risk-taking creative concepts that capture attention and engagement. While we offer a range of ideas and approaches, the common thread is that they all push boundaries to ensure the message is heard—ideally generating earned media coverage in the process. Clients who aren’t comfortable with this approach may not be the best fit for our social awareness work.

Drake Cooper’s Social Awareness Campaigns

Below are examples of our work across various sensitive topics:

Fentanyl Awareness
Raising awareness about the deadly dangers of fentanyl and preventing accidental deaths.

ID Suicide Prevention
Encouraging those struggling with self-harm to seek help, emphasizing that every life is worth living.

Women’s Menstrual Health
Advocating for support and resources for young women in impoverished regions, particularly in Africa and Asia, as they navigate menstruation.

Teen Pregnancy Prevention
Educating teens about the life-altering impact of early pregnancy and promoting preventative measures.

Anti-Smoking Campaign
Assisting individuals struggling with tobacco addiction and exposing the deceptive tactics of tobacco companies.

Opioid Stigma Awareness
Challenging the stigma surrounding addiction and helping the public view those affected as individuals, not just addicts.

Teen Alcohol Prevention
Using humor and a distinctive creative approach to engage teens in underage drinking prevention.

Oxygen as Essential Medicine
Campaigning for oxygen to be recognized as an essential medicine by the World Health Organization, highlighting its critical role in healthcare and the scarcity in low-resource settings.