Recently, we have seen that the trend of retail drug distribution has shifted from physical sales to contactless methods.
Contactless and anonymous purchase and sale of drugs is provided by the Hydra platform in the Darknet, as well as in the social networks of the Telegram platform.
The result of the availability of opportunities for safe drug distribution is directly proportional to their ease of access.

Today, with the widespread use of the Internet, organizers can freely carry out large-scale advertising and propaganda activities that encourage citizens to increasingly resort to contactless methods of purchasing prohibited substances, however, the virtual network also serves as a means of mass communication, recruitment of sellers and couriers, including the development of methods and places for selling drugs.
The organizers of the drug business promise teenagers a quick and, most importantly, safe income.
As practice shows, "stashers" only get long sentences, broken lives and unfulfilled dreams.

We want to stop the flow of people agreeing to become drug couriers/depositors.

In Kazakhstan, there is a special body to combat drug crime - the Committee for Combating Drug Crime of the Ministry of Internal Affairs of the Republic of Kazakhstan. Plus, the Ministry of Internal Affairs has created a public council for the prevention of drug crimes. It includes representatives of the media, public organizations and athletes.
"As the Head of State noted, the fight against drugs is a question of the nation's gene pool. Taking this into account, an order was signed to approve the Council's regulations. Its main tasks are the prevention of drug addiction and drug-related crime, the promotion of law-abiding behavior and a healthy lifestyle, and the involvement of broad sections of the population, especially young people, in anti-drug work. A comprehensive approach is needed, involving all government agencies, society and the population as a whole. Only then will the principle of "Law and Order" be observed," said Minister of Internal Affairs Yerzhan Sadenov.

One of the participants in the Council was the director of the film "Bookmark" Rinat Balgabayev. This film, which touches on the topic of drug addiction, is an important contribution to public awareness of the drug problem.
"In fact, drug use and gambling addiction, including addiction, are a complex problem. Society itself needs to change. We inform, we do what we can, that is, we warn about the danger, what the consequences are," said Rinat Balgabaev.

The full article is here.

Any person has the right by law to actively participate in combating this evil.

If you see that someone puts something in secret places or picks up something in public places, courtyards, playgrounds, then you can immediately report these facts to law enforcement agencies in all available ways:

1. Mobile application "102"
2. Message via the online portal E-Otіnіsh
3. Call the unit for combating drug crime to take emergency response measures:

• Astana: 8-(7172)-71-63-93;
• Almaty: 8-(7272)-54-40-42;
• Shymkent: 8-(7252)-97-67-54;
• Almaty region: 8-7282-24-22-37;
• Akmola region: 8-(7162)-29-93-74;
• Atyrau region: 8-(7122)-98-21-55;
• Aktobe region: 8-(7132)-55-77-95;
• Abay region: 8-7478771669;
• East Kazakhstan region: 8(7232)-57-78-92;
• Zhambyl region: 8-(7262)-99-78-20;
• Zhetysu region: 8-(7282)-60-83-42;
• West Kazakhstan region: 8-(7112)-98-45-71;
• Karaganda region: 8-(7212)-40-70-90;
• Kyzylorda region: 8-(7242)-27-55-42;
• Kostanay region: 8-(7142)-52-61-10;
• Mangistau region: 8-(7292)-47-50-64;
• Pavlodar region: 8-(7182)-39-10-38;
• North Kazakhstan: region 8-(7152)-39-41-93;
• Turkestan region: 8-(7253)-35-85-80;
• Ulytau region: 8-7711956999;
• Transport police department: 8-(7172)-71-59-95, 94-32-62;
• Ministry of Internal Affairs: 8 (7172) 72-21-05, 71-46-21.

The same applies to advertisements and personal offers to become a drug distributor in your area or city.

To draw the attention of teenagers and young people to the consequences of working for drug dealers and to convince them to refuse such offers, as well as to remind them of the existing tools to stop illegal drug trafficking and, possibly, save the lives of someone from their close circle.

Teenagers and young adults - urban residents of areas with apartment buildings, where they most often place and open caches, and also draw addresses of drug stores online. Active users of Telegram, WhatsApp and social networks.

Realize that it is useless to pretend that they do not understand what kind of work they are being offered and let them think that with an ill-considered decision to make a quick buck they can ruin the wonderful life that awaits them. When receiving offers of such work, it is best to immediately report it to the Ministry of Internal Affairs department for combating drug crime.

Drug use is a common cause of teenage suicides, mental disorders and at least severe drug addiction due to the properties of synthetic drugs.
Minors already involved in the drug business begin to sell drugs in schools, institutes, colleges and universities, after which the following immediately become noticeable: expensive phones and clothes, tablets, laptops, jewelry.
There are facts of buying expensive cars and acquiring personalized car serial numbers for the sake of fanaticism and carelessness.

Consequences of use:
Local reactions resulting from the direct irritating effect of smoke on the mucous membranes. Regular exposure of aromatic smoke to the mucous membrane causes chronic inflammatory processes in the respiratory tract (pharyngitis, laryngitis, bronchitis). There is a high probability of developing malignant tumors of the oral cavity, pharynx, larynx and bronchi.
Reaction of the central nervous system. The effect of smoke components and mixes on it depends on the composition of the chemical mixture. The reactions of "smokers" are very diverse: euphoria, causeless laughter or crying, impaired ability to concentrate, orient oneself in space, hallucinations, complete loss of control over one's own actions. All these reactions in themselves pose a threat to human life.
There are known cases when "stoned" teenagers went "for a walk" through the window of the 8th floor, tore off their clothes and ran naked in the cold. It has already been proven that smoking mixtures cause drug addiction.
Toxic reactions. It is impossible to dose the intake of potent substances with aromatic smoke, which can cause unpredictable effects - nausea, vomiting, increased heart rate, increased blood pressure, convulsions, impaired consciousness up to a comatose state.

Name or QR code of the mobile application "102" in Google Play and App Store.
Logo of the public council for interaction and cooperation with non-governmental organizations and the public.

Background
Drug trafficking has evolved — transactions are now anonymous, and young people are
recruited through messaging apps and social media. They are promised quick and easy money, but the reality is much harsher: arrest, prison, and broken lives.
Teenagers don’t think about consequences until it’s too late. The "easy money" they sought
costs them everything — their freedom, their loved ones’ trust, and their future. Our goal is to reveal the true cost of this choice. We don’t scare or moralize — we make them think.
In drug distribution, stash packages are typically wrapped in duct tape — a recognizable
marker of secrecy and illegal transactions. This seemingly simple detail is a clear symbol of the underground drug trade.
This campaign is a warning: becoming a drug courier means sacrificing what matters
most. One step, one decision — and there’s no way back. We want young people to realize this before it’s too late.

Creative Idea
We created an image that breaks expectations and forces the viewer to see the issue
differently. Instead of traditional warnings, we used a visual misdirection: at first glance, the poster looks like a typical "stash" — a sealed package with suspicious contents. But inside, there are no drugs — only a family photo, partially hidden under dirty duct tape.
This image speaks without words: choosing this path means sacrificing what truly
matters. It’s not about legal consequences — it’s about lost connections, broken trust, and a ruined future. The dirt-stained tape reinforces the feeling of irreversibility — as if sealing the photo isn’t just covering an image but erasing everything meaningful.
The tagline "Dig it up! This package contains fate (fail)." completes the message, subtly
shifting “fate” into “fail.” This is not a direct threat but a moment of realization that changes perception forever.

Strategy & Understanding
Teenagers today don’t respond to typical anti-drug campaigns. They ignore moralizing
warnings and alarming statistics because they don’t see themselves in them. The key insight of this campaign is that young people who consider becoming drug couriers believe they are in control. To them, it’s just an anonymous, quick, and safe side job. They assume they can walk away whenever they want. But in reality, this choice doesn’t just ruin their own future — it destroys their loved ones’ lives too.
Our strategy is to shatter this illusion of safety and create a moment of realization. Instead
of direct prohibition, we use contrast and an unexpected shift in meaning, triggering a deep emotional response. At first, the poster looks like a familiar “stash.” But when the viewer notices the family photo inside, the perspective completely changes — the risk is no longer just personal, it’s unavoidable, irreversible, and devastating.
Minimalism, symbolism, and provocation are the key tools of this campaign. A clean
visual composition ensures a focused, powerful message without distractions. The dirt-stained tape and aged background reinforce the feeling of lost time, broken trust, and severed relationships.
This campaign doesn’t rely on fear — it makes the consequences personal and real. We
don’t just warn; we dismantle the illusion of control. There’s no such thing as easy money. There’s only a choice that could cost you everything.

Background
In Kazakhstan, the punishment for drug distribution is extremely severe. Article 297 of the Criminal Code provides for 10 years to life imprisonment. However, teenagers involved in drug networks don’t think about the consequences until they find themselves behind bars. They believe in the anonymity of transactions and the ability to leave whenever they want, but drug couriers are the first to be caught, and there are no excuses in court.
Once inside a prison cell, they realize their world has shrunk to just a few square meters, and their lives no longer belong to them. Instead of the promised easy money, they face locked doors, strict routines, and lost opportunities.
We aim to show that every stash is a step into a new "apartment" where freedom no longer belongs to you. There’s no easy money — only a one-way ticket to a life where you no longer set the rules.

Creative Idea
We used a deceptive advertising approach, creating the illusion of an attractive offer. The poster mimics a real estate blueprint, with a black background, minimalism, and precise dimensions making it look like a commercial project. But on closer inspection, the details reveal the truth.
Four beds, an oval table, a sink, and a toilet in the corner — this is not an apartment, but a prison cell. The 29.7 m² size refers to Article 297 of the Criminal Code, which imposes at least 10 years in prison.
The slogan "Free apartments for 10 years" and tagline "Initial payment: 1 'stash'" make the message brutally clear. What seems like an opportunity is actually a direct path to a prison sentence.
This visual shatters expectations and forces reflection. We don’t scare — we show reality: one wrong move, and your future is decided for you.

Strategy & Understanding
Young people do not respond to traditional anti-drug campaigns. They see drug stashing as an anonymous, quick, and easy way to make money. They believe they are in control, but they are the first to be arrested and sentenced to real prison terms.
This poster is built on a key insight: teenagers are used to real estate ads, discounts, and investment offers, so we use marketing language to attract their attention before shattering their expectations.
The poster grabs attention with a black background and minimalism, creating a sense of seriousness. The familiar blueprint format misleads them, but on closer inspection, every detail is a warning sign. Four beds, a cramped space, a single toilet in the corner — there is no comfort here, only the harsh reality of prison life.
The slogan "Free apartments for 10 years" makes the message even more powerful, highlighting the certainty of punishment. There is no "maybe" — only hard facts: make the wrong choice, and you are guaranteed to end up in this "apartment."
This poster destroys the illusion of easy money and turns a marketing trigger into a harsh realization: You don’t choose these "apartments," but one mistake — and they will choose you.

Background
Drug couriers live with a false sense of control. They believe that if they follow the "rules of the game" — hiding the stash carefully, avoiding cameras, leaving no traces — they will never be caught. They see their work as a strategic quest, but they fail to notice the most crucial part: every move they make leads to an inevitable end.
In reality, this game is rigged. Every location they choose is already under surveillance.
Their actions are tracked, their routes monitored, and their faces appear in criminal cases long before they even suspect it.
We aim to show that being a drug courier is not a logic-based game but a trap — one where they place the mines beneath their own feet. Every step, every stash, brings them closer to the moment the "game" ends — and there’s no way to restart.

Creative Idea
We turned Minesweeper into a deadly trap, where each tile is a stash location, and every move risks arrest. At first glance, the scene looks like a game board, but this isn’t a game — it’s real life, and there are no second chances.
A lone figure stands on the grid, placing a stash, unaware that every step is tracked. Just like in Minesweeper, some moves seem safe — until they aren’t. The red background amplifies the danger, signaling that one wrong step could cost everything.
The slogan "You bury drugs. They bury you." delivers a harsh reality: every stash brings you closer to a cell. What seems like a quick job is actually a one-way ticket to prison. This visual doesn’t just warn — it exposes the truth. The game is already lost, and the only way to win is not to play at all.

Strategy & Understanding
The target audience — young people drawn into drug distribution — doesn’t see themselves as criminals. They view placing stashes as a low-risk, temporary job, convinced they can remain undetected.
Key insight: Their belief in control is an illusion. In reality, couriers are the first to be caught, while those above them remain invisible.
Our strategy disrupts this false sense of security by using a familiar, non-threatening format — a game interface — to draw viewers in. The Minesweeper reference mirrors the decision￾making process couriers go through when choosing stash locations. Just like in the game, they believe they are calculating risks, but in truth, they are stepping onto a hidden trap.
The red background heightens the feeling of risk, while flagged tiles suggest law enforcement is always one step ahead. The lone figure on the grid represents the isolation of those who fall into this trap — they believe they are playing smart, but in reality, they are being watched.
The slogan "You bury drugs. They bury you." leaves no room for ambiguity. Every stash placed is not just a transaction, but evidence leading directly back to them.
This approach doesn’t lecture or moralize — it forces the audience to recognize the inevitability of getting caught. By turning the act of placing a stash into a visual minefield, we shatter their illusion of safety, making them question their next move — before it’s too late.

Background
Many young people want to make quick money. They do not think about what will happen next.
Being a "courier" for illegal goods looks like an easy way to earn, but it is very dangerous. In the end, it always leads to prison.
Our goal is to show that you cannot run forever. No matter how fast you are, you will get tired.
Fear and stress will catch up with you. These "easy" money cost too much — your freedom and your future.

Сreative idea
We used a simple but strong image — a treadmill. A person runs on it, but never moves forward.
This shows the false hope that you can escape punishment. But you can’t.
This idea is easy to understand. Many young people like running — in sports, in life, or from problems. But this race is different. It is a trap.
It is based on real stories. And they always end the same way — with an arrest.

Strategy and Insight
The idea is simple: every "courier" thinks they will never be caught. But this is a lie. No one runs forever.
Our target audience is young people. They might think about taking this risk. We know that long warnings do not work. Instead, we use a clear and strong image.
Our poster gives a simple message: "No one runs forever".
Fast money comes with a big price — your freedom, your family, and your future.
This creative works because it is simple, clear, and emotional. It makes people think. Because if you cannot escape on a treadmill, you cannot escape in real life.

Background
Many young people look for quick ways to make money and think being a "courier" is easy. At first, it seems harmless: quick and easy money. But behind this "easy" way to earn, there is a big danger that can ruin your life. The real consequences are hidden — fines, criminal charges, losing your freedom, and years in prison.
Our goal is to show that being a "courier" is not a "quick win," but a dangerous path with hidden risks and serious consequences.

Сreative idea
We used the iceberg idea to show that being a "courier" might look small and harmless at first, but it hides serious and dangerous problems.
On the top part of the iceberg, we show "easy and quick money" linked to being a "courier."
Under the water, we show the truth — loss of freedom, prison, ruined lives, legal problems, and long-lasting consequences.
This idea comes from real stories and was made without using AI to show exactly what happens to people who choose this path.

Strategy and Insight
The main idea is that young people often see only the "top of the iceberg," thinking that quick and easy money is safe. But the truth, like the hidden part of the iceberg, shows that the consequences are dangerous and permanent. This is a path with risks that aren't obvious at first but become clear once you are trapped.
Our target audience is young people who want "easy" money without thinking about what happens next.
Being a "courier" is like "dealing on thin ice": you think you're safe, but every step could lead to trouble, and that’s the main message of our creative.
The poster works because it uses the iceberg idea to show the difference between what people see and what they are hiding from themselves. It's a simple and clear message that makes you think.

Background
Young people are often attracted to quick money, and working as a "courier" may seem like an easy way to earn. But this choice hides a big risk — prison, loss of freedom, and a ruined life.
We decided to use numerology to show that being a "courier" is not a path to success, but an end to one stage and the beginning of another, one that is better avoided.
We looked at the number 297, which adds up to 9, symbolizing the end of one path and the start of another. But in this case, the new path leads to prison. Our goal is to show that what looks harmless hides a terrible reality.

Сreative idea
The idea comes from numerological analysis of the number 297 from the Criminal Code of Kazakhstan. We interpreted it as a symbol of the end of one stage and the start of another.
The number 9 in numerology represents the end, spirituality, and a new beginning. We use this symbol to show that being a "courier" means the end of one path, which ultimately leads to destruction.
The poster makes it clear that the number 297 should not be part of your life. The path that starts with easy money always ends in prison. We did not use AI for this idea; we based it on the real meaning of numbers and real-life stories.

Strategy and Insight
The insight is that many young people see being a "courier" as a short-term way to make money, without thinking about the consequences. They think this work is easy, not seeing the hidden risks and dangers.
Today, more young people are turning to numerology as a tool for making decisions and finding answers about life. Numbers and their meanings play an important role in their worldview. They believe numerology helps understand possibilities, predict the future, and make the "right" choice. This trend is growing in youth culture, so we decided to use it to deliver an important message.
Young people believe that numbers can tell them about key moments in their lives, and we use this trust to show that the number 297 and its sum, 9, represent the end of one stage and the start of another. But this new path, as practice shows, always leads to prison and a ruined life.
Our target audience is young people who might be drawn into this activity, thinking there will be no consequences.
The poster with the numerology analysis creates a clear and memorable message: don’t go down this path. It uses a simple and powerful visual image, reminding the viewer through the metaphor of numbers that every choice has consequences, and that choice can lead to destruction.

One destination. Always.

Situation
In recent years, drug sales have shifted from face-to-face transactions to contactless methods. Digital platforms make illegal drugs easier to access and harder to track.

Brief Description
More teenagers are getting involved in the drug trade online. We need to show them the truth: this work doesn’t lead to quick money, but to ruined lives.

Aims
1. Debunk the myth of quick and safe money.
2. Show the real consequences – criminal charges and a lost future.
3. Create a memorable image that stays in teenagers' minds.

Background
We emphasized that the only destination is prison. The poster shows a typical message to a drug courier: coordinates for a drop, leading to arrest and a ruined life. While you're young, you have choices, but this path always ends the same way.

Strategy & Insights
The idea came after studying real stories of teenagers who ended up in prison for working with drug dealers. We realized young people see only the tempting side of the offer, but not the consequences. Couriers receive coordinates for drug drops that seem simple but lead to criminal charges and prison.
The final destination for drug dealers is always prison.

Strategy
1. Provide harsh but truthful information about the consequences of being a drug courier.
2. Make the message clear and direct to trigger an immediate emotional reaction.

Built strong legs muling? Useless in prison.

Situation:
With digital access, drugs are just one click away. Dealers recruit teenagers as mules and promise them easy money and safety. Many young people agree, often driven by life circumstances. They take the job without thinking, just to earn money.

Goal:
Debunk the myth of quick and safe money. Create a memorable image that stays in teenagers' minds.

Insight:
Mules try to earn more by taking on as many orders as possible, walking dozens of kilometers a day.

Creative Idea:
"Built strong legs muling? Useless in prison"

Creative Execution:
More orders, forcing him to walk countless kilometers. This intense physical effort builds his leg muscles. We use hyperbole to emphasize that even the “successful ” drug courier ends up in prison. His success is symbolized by his muscular legs—gained through endless deliveries—but they won’t help him behind bars. But they won’t help you in prison.

Strategy:
1. To convey that being a drug dealer is not a good way to make money. Even in the best-case scenario, you will end up in prison.
2. Make the message clear and direct to trigger an immediate emotional reaction.
Teenagers underestimate the consequences of their actions. They see being a drug mule as an easy way to make money and believe they can escape punishment.

Target Audience:
Urban youth aged 14–22, active social media users, often living in high-rise residential areas.
Why the Poster Works:
✔️ An exaggerated metaphor that shows even the "luckiest" will eventually be caught.
✔️ A stark contrast between false promises and the harsh reality.
✔️ A clear and concise message about the consequences.
This approach does not rely on fear but encourages reflection, creating an emotional connection with the audience.

Think before you turn

Situation:
With the rise of digital technologies, drugs are just one click away. Dealers actively recruit teenagers through social media, promising easy money, anonymity, and safety. But the reality is ruined lives, prison sentences, and broken families—all from a single decision.

Goal:
Тo convey that easy decision to become a drug dealer can drastically change your life, and there will be no turning back.

Insight:
Young people think they’ll make some quick cash and stop, but once they start, their future is changed forever.

Creative Idea:
Think before you turn.

Creative Execution:
The image of a drug courier is compared to that of a vampire. Both take lives, leave scars, disappear without a trace, and operate in the shadows. Most importantly, both make an irreversible choice that defines their future, without turning back. The message is to think carefully before making that decision.

Strategy:
1. Draw attention to the importance of thinking through decisions that cannot be undone.
2. Create a memorable allegory featuring a recognizable character to symbolize the irreversible decision and the shift to the dark side.

Target Audience:
Urban youth aged 14–22, active social media users, often living in high-rise residential areas.
Why the poster works:
✔️ A visual metaphor that shows the irreversibility of the decisions made.
✔️ A striking visual representation of the "dark" side, often associated with drug dealers. Drug couriers work covertly, trying to avoid detection. Both are doomed by their choices, leading to irreversible outcomes.
✔️This approach does not rely on fear but encourages reflection, creating an emotional connection with the audience.

BACKGROUND
Drug trafficking is increasing in Kazakhstan. In the past, couriers were mostly adults, but now more and more young people — students and even underage schoolchildren — are being drawn in. Recruiters use contactless methods, like darknet job listings and Telegram chats.
Vulnerable young people, desperate for money, become easy targets for organized crime.
This campaign sheds light on the harsh reality of drug trafficking and urges young people to reject risky offers before it’s too late.
Becoming a drug courier means destroying your life.

CREATIVE IDEA
Insight: Some drug couriers end up in prison after just one stash drop. They are consumed by regret, anger, and a sense of injustice. If only they could turn back time and undo their
mistake…

Idea: One stash — a lifetime mark.

Execution: We show an inmate whose pain is literally burned into his skin. For years, he will keep telling himself: It was just one damn stash. Through this, he sends a warning—to his past self and to those who might follow the same path.

STRATEGY
This visual carries a message from those who are already behind bars to those on the edge of making the same mistake. A raw, unsettling image brings the reality of drug trafficking into sharp focus, making the consequences impossible to ignore.

BACKGROUND
Drug trafficking is on the rise in Kazakhstan. Young people are being recruited as drug couriers via the darknet, and after just a few stash drops, they can end up in prison for 10 years. This happens because they either don’t understand or choose to ignore the serious consequences.
This campaign aims to highlight the harsh reality of drug trafficking and persuade young people to reject dangerous offers before it’s too late.
Becoming a drug courier means destroying your life.

CREATIVE IDEA
Fact: Inmates often resent the fact that they rarely see the real masterminds — dealers, recruiters, and traffickers — behind bars. The ones who get caught are always the small players.

Insight: Young people enter the drug trade hoping to make money, but they end up as disposable pawns in someone else’s game.

Idea: Drug dealers always pay. But not to you — they pay with you.
We use a visual trick with small print, emphasizing the details young people usually overlook. They focus on the promise of quick cash but fail to see that they themselves are the currency being spent.

STRATEGY
We all know the fear of being at the mercy of more powerful people. And we all know the sting of injustice — being punished for someone else’s mistakes. This visual taps into both emotions, showing potential couriers just how small and powerless they’ll feel when they fall into this trap.
And it’s better to reject the offer in time by reaching out to the relevant authorities than to put yourself at risk.

Context
Drug trafficking has evolved. No longer a shadowy exchange in dark alleys, it now recruits in broad daylight – disguised as an easy job opportunity. Social media and messengers have become hunting grounds for dealers looking for disposable couriers. They promise fast cash, flexibility, and zero experience required. But in reality, couriers are nothing more than cannon fodder – easily replaced, quickly discarded, and ultimately imprisoned.
Our goal is to make young people realize that this kind of side job can destroy their entire life.

Creative Idea
We hijack the familiar language of job recruitment to expose a deadly truth. At first glance, it looks like any other quick-cash opportunity: flexible hours, high pay, no experience needed. But there's always a catch.

Strategy & Insight
Our key insight is that young people see this as just another side job – something quick, easy, and risk￾free. They believe they can outsmart the system, thinking, “It won’t happen to me.” But in reality, getting caught is not a possibility – it’s almost a guarantee, mandatory requirement.
Our strategy is to mirror their own perspective. Instead of a traditional warning, we disguise our message as something familiar and believable – a standard courier job ad. We don’t lecture. We let reality speak for itself.

Context
Drug trafficking doesn’t just target hardened criminals – it preys on the young and naive. Over the last
five years in Kazakhstan, 159 minors have been sentenced for drug-related crimes – 60 in the last year alone. Every day, minors are recruited to move packages they don’t understand, lured in by the promise of easy cash. Social media and messaging apps have become open marketplaces for these dangerous job offers. But what seems like a fun adventure and a quick way to make money often turns out to be a much harsher reality. Our goal is to make young people realize that this is a serious crime that leads to a lifetime of consequences.

Creative Idea
Toys are meant for fun. Kids are meant to play. Unfortunately, some are playing with their lives without
even knowing it. They think it is a game, until reality hits. And once it does, there’s no reset button.
We take an innocent childhood symbol and twist it into visual wake-up call. A toy that should represent joy now carries a sinister message – this isn’t a game, this is a trap. A single reckless choice can cost everything.

Strategy & Insight
Young people don’t fully grasp the weight of this crime. To them, it feels like an easy task, a quick gig,
something that will go unnoticed. But the reality is far from a game.
Our strategy is to speak in a language they recognize, using symbols that resonate. By using an innocent object like a toy, we create a moment of dissonance – forcing them to pause and think before they make a mistake they can’t undo.

Context
Drug traffickers now operate more discreetly, luring young people into becoming couriers under the false promise of quick, easy, and safe money. In reality, these couriers face severe legal consequences and a future destroyed by a single reckless decision.

Creative Idea
A deal that seems too good to be true – because it is.
We expose the brutal trade-off: a tiny package of drugs in exchange for years of your life. The visual equation is simple yet powerful. The stark, minimalist design reflects the inescapable reality – what seems like a short gig leads to a long sentence.

Strategy & Insight
Many young drug couriers don’t last long. Some are caught within hours. But even for a single delivery, the minimum prison sentence is 10 years—a decade stolen for what seemed like a harmless errand.
People often underestimate the risks of working as drug couriers. They see quick money but fail to realize the penalties. Our campaign shatters the illusion of easy cash by showing the worst deal ever – a choice that costs them their freedom. Through bold visuals and clear messaging, we create an instant emotional impact that makes them think twice before accepting such offers.

Context
The fight against drug distribution has entered a new phase with the rise of anonymous, contactless
transactions. This has made drugs more accessible while also increasing the recruitment of young
people as couriers. Many teenagers and young adults are lured by the promise of quick and “safe”
money, only to face criminal records, shattered lives, and lost futures.
The Public Council on Drug Crime Prevention aims to counteract this trend by raising awareness,
discouraging young people from engaging in drug-related activities, and promoting a law-abiding
lifestyle. The campaign seeks to shift perception, making potential couriers think twice before taking the risk.

Creative Idea
A bright, lighthearted visual featuring a dog happily digging a hole. The innocence of the image contrasts with the harsh reality of what happens to people who engage in the same behavior for criminal purposes. While a dog can dig and walk away carefree, a human attempting to bury something illegally will face real consequences – from arrest to a ruined future.
The same action, completely different outcomes.

Strategy & Insight
Instead of fearmongering, this work uses irony and contrast to make the message stick. The playful
image draws attention, while the sharp headline delivers the reality check.
Young people often rationalize illegal work with thoughts like: "It’s just a quick gig. I won’t get caught.
Everyone’s doing it." However, statistics show that couriers are the ones who take the fall, not the drug
lords. While they think they’re making easy money, they’re actually risking years behind bars for
someone else’s profit. This highlights that disconnect, using a relatable yet unexpected visual of a dog to make them realize “You won’t get away with it".

Context
The rise of anonymous and contactless drug distribution has made drug couriering seem like an easy and low-risk way to make money. Many young people believe they can outsmart the system, but in reality, thousands get caught every year, ruining their futures.

Creative Idea
Everyone thinks they’ll be the exception – but they won’t. The poster highlights the harsh truth: 5,149
people thought the same last year, and they failed. The bold, high-contrast visual of a captured courier in action delivers an immediate and striking warning: “Wanna try?” challenges the viewer to reconsider before making a life-altering mistake.

Strategy & Insight
People tend to believe “it won’t happen to me”, even when facing real risks. But when confronted with undeniable proof that many others thought the same and failed, they are forced to rethink their decisions.
Target potential couriers by confronting their false sense of security. They assume they can evade the law, but this poster disrupts that illusion with hard facts and an unavoidable truth: every captured courier once thought they would get away with it. By combining a strong call to action with a high impact statistic, we make them second-guess their choices.

Background:
Kazakhstan is facing an evolution of the drug trade from physical sales to contactless distribution via the darknet and Telegram. Drug dealers actively recruit young people and teenagers as pawnbrokers, promising quick and safe earnings. However, the reality turns out to be harsh—long prison terms and broken fates.
The Committee for Combating Drug Crime of the Ministry of Internal Affairs of the Republic of Kazakhstan together with the Public Council seeks to prevent the involvement of young people in this criminal activity. Our goal is to honestly show the real psychological consequences of working as a pawnbroker, destroy the myth of “easy money” and remind about the existence of official channels for reporting drug crimes.

Creative Idea:
In this distorted reality, every passerby is perceived as a potential threat—they are depicted in police uniforms and stare intently at him. It is a visualization of the constant paranoia that grips the drug dealer.
This visual metaphor captures the paranoid mindset of someone engaged in drug trafficking — the constant fear that anyone could be an informant or undercover officer. The image is intentionally absurd, creating emotional impact and forcing viewers to confront the psychological toll of this lifestyle choice.

Strategy and Understanding:
Our strategy is based on a key insight—for young people, the fear of being caught and subsequent imprisonment seem like distant abstract threats, whereas the daily psychological stress and paranoia is an immediate and tangible reality that every drug pawner faces from day one.
The target audience are urban teenagers and young adults who are active on messaging platforms who value freedom, independence, and social connection above all else. Our concept directly challenges these values by showing how becoming a drug courier immediately restricts freedom through constant fear and isolation.
The first-person perspective is crucial because it bypasses rational defenses. Rather than telling youth what to think, we let them experience the courier's reality directly. This approach respects their intelligence while creating a powerful emotional impact.

Background:
The problem of drug trafficking among young people is actively growing in Kazakhstan.
Criminal groups exploit teenagers by offering them quick and supposedly safe money for distributing drugs by bookmarking. The reality is that this activity leads to severe legal consequences: long prison sentences and ruined lives. The current method of distribution through digital platforms only exacerbates the situation by making drugs more accessible.
Our goal is to reduce the number of young people accepting offers to become drug couriers.
Raise awareness of the inevitable consequences of such activities. Encourage youth to report recruitment attempts to law enforcement.

Creative Idea:
The idea is based on the metaphor of trapping: a visualization of a person placed inside an airtight ziplock bag—the same one used to store drugs. The young man is depicted in a pose of despair, trying to break free from his imprisonment, but the plastic holds him inexorably inside. This metaphor conveys the idea that by becoming a distributor, you become a commodity and a pawn—you lose your freedom, becoming expendable in other
people's hands.

Strategy and Understanding:
The target audience is teenagers and young adults 14-25 years old, active users of social networks and messengers, living in urban areas where the practice of bookmarking is widespread. This is an audience characterized by poor risk assessment, often the threat of imprisonment does not seem likely to them.
Our insight is that adolescents do not realize the nature of the relationship with drug dealers: by offering to earn money, dealers are not actually offering partnership, but exploitation, trading their freedom for their own enrichment. Young people do not perceive themselves as commodities, but this is the reality: they are expendable, whose lives are being used.

Background:
In Kazakhstan, drug distribution has shifted to a contactless format via the darknet and Telegram. Organizers of the drug business actively recruit teenagers and young people, promising them a quick and safe income. However, the reality for the pawnbrokers is jail time and broken lives.
The goal is to draw young people's attention to the real consequences of working for drug dealers and motivate them to refuse such offers, as well as to inform them about the possibility of applying to the Ministry of Internal Affairs.

Creative Idea:
We create a visual contrast between the illusion of luxury and the reality of imprisonment by directly superimposing the prison bars on his face. This visual conveys the main message: money doesn't matter when you are imprisoned.

Strategy and Understanding:
Our strategy is based on the insight that the decision to become a drug mule is often based on the desire to quickly gain access to money and status items that are not available to them. However, this choice leads to the exact opposite outcome—incarceration, where none of these things will be available.
We intentionally use the visual trappings of luxury as a contrast to the reality of incarceration. In doing so, we undermine the underlying motive for making a dangerous decision.

Background:
There is a worrying trend in Kazakhstan: drug distribution is moving to a contactless format via the darknet and messengers. Organizers of the drug business actively recruit young people and teenagers, promising quick and supposedly safe earnings. The reality is harsh—the distributors receive long prison sentences that ruin their lives.
The campaign aims to prevent young people from getting involved in drug trafficking by demonstrating the long-term consequences. The aim is to reduce the number of young people who accept drug courier jobs, raise awareness of the seriousness of the penalties and motivate them to report recruitment attempts to the relevant authorities.

Creative Idea:
The print shows an ultrasound image of an embryo and is accompanied by a headline clearly laterally demonstrating the sentences for drug distribution in Kazakhstan. It clearly illustrates that a person who agrees to distribute drugs will miss not just a few years, but an entire human life from conception to adulthood. The idea appeals to basic human values: family, freedom, the opportunity to watch children grow up—all the things a person convicted of drug distribution loses.

Strategy and Understanding:
The insight of the campaign is based on the fact that young people do not realize the real length of sentences for drug distribution, which in Kazakhstan are as long as 25 years. Even if they recognize them, they are abstract figures for them. Visualizing this period through the development of a person from an embryo to an adult capable of driving a car makes the consequences tangible and concrete.

Background:
In Kazakhstan, there is a worrying trend of drug trafficking moving to a contactless format through the Hydra platforms on the Darknet and Telegram. Drug traffickers are actively recruiting teenagers and young people, offering them quick and supposedly safe earnings as pawnbrokers. Young people do not realize the seriousness of the consequences and the risk of being caught, which over time approaches 100%. The Public Council for Interaction with NGOs in the field of drug offense prevention seeks to stop the flow of young people agreeing to be drug couriers and to prevent the destruction of their lives due to ill-considered decisions to make a quick buck.

Creative Idea:
The visual image of a sniffer dog with a close-up of its nose serves as a reminder of the inevitability of exposure. We use this image to convey a key message: even if a drug courier escapes capture today, law enforcement has the resources, methods and time to track him down. The sniffer dog symbolizes the relentlessness of justice—it never forgets a scent, never tires, and never gives up. It is a visual metaphor for the fact that a drug mule's chance
of being caught eventually tends to 100%.

Strategy and Understanding:
Our insight is based on the psychological mechanism of young people's perception of risk.
The target audience—teenagers and young adults from urban areas with apartment buildings, active users of Telegram and social networks—tend to underestimate long-term risks for short-term gains. They perceive job offers as a gamble with a chance to win rather than a statistically inevitable loss.
The image of a sniffer dog appeals to a basic instinct—the fear of being caught. Our print changes the audience's perception of time perspective by emphasizing that it's not a question of if the drug mule will be caught, but when it will happen. We contrast the perceived safety of a no-contact sales scheme with the inevitability of exposure through a visual image that is clear on an intuitive level. The aim is to make young people rethink offers of easy money and realize the irreversible consequences for their future.

Background
In today's world, visual communication is a powerful tool for shaping perceptions and influencing decisions. Our goal was to create a poster that not only grabs attention but also delivers a strong emotional impact. We wanted to make viewers feel the hidden tension and fear that comes with making the wrong
choices.

Situation
The Public Council for Interaction and Cooperation with NGOs and Society (working to prevent drug-related crimes) faced a serious issue: young people are turning to illegal drug distribution as a way to make money.

Description
We created a poster based on a strong emotional insight and a powerful visual idea. The design combines
text and imagery to leave a lasting impression.

Objectives
• Grab the target audience’s attention.
• Clearly deliver the key message.
• Create a visual that sticks in people’s minds.

Creative Idea
Our poster uses the Mona Lisa effect, where the character’s eyes seem to follow the viewer.
At the center is an unknown figure staring at you, making the viewer feel watched. This reflects how drug couriers feel constantly observed and unsafe. To reinforce this, we added the phrase: "Every step you take, every move you make, they'll be watching you."
This famous lyric from The Police adds to the feeling of paranoia, emphasizing that a courier can never be sure they won’t be caught.
This idea comes from a real insight: drug couriers live in constant fear of being exposed. Our goal was to make them feel this fear even stronger, discouraging them from making dangerous choices.

Strategy
The foundation of this project is a key psychological insight: those involved in illegal activities live in constant fear of being caught. We leveraged this fear to create a visual experience that forces potential offenders to confront their own anxiety.
Our poster uses the Mona Lisa effect, making the viewer feel watched from every angle. This mirrors the paranoia that drug couriers experience daily, reinforcing the idea that there is no real safety in this line of work. To intensify this impact, we used the phrase "Every step you take, every move you make, they'll be watching you", a well-known lyric from The Police. This phrase instantly triggers a sense of unease and recognition, making the message clear and memorable.
The target audience includes young people who might consider drug-related work as a source of income.
The poster also raises awareness among the general public, increasing their engagement in the fight against illegal drug distribution.
The visuals play a crucial role in conveying the message. Poster features a man standing alone in a market, captured in an ordinary moment yet giving the viewer the unsettling impression of being watched.
This image challenges the viewer’s perception—who is watching whom? This ambiguity heightens the emotional response, making the message more thought-provoking.
By placing the viewer in the courier’s perspective, we create a psychological discomfort—a reminder that no action goes unnoticed. This emotional impact strengthens the campaign’s effectiveness, making individuals think twice before making dangerous choices.

Background
In today's world, visual communication is a powerful tool for shaping perceptions and influencing decisions. Our goal was to create a poster that not only grabs attention but also delivers a strong emotional impact. We wanted to make viewers feel the hidden tension and fear that comes with making the wrong choices.

Situation
The Public Council for Interaction and Cooperation with NGOs and Society (working to prevent drug-related crimes) faced a serious issue: young people are turning to illegal drug distribution as a way to make money.

Description
We created a poster based on a strong emotional insight and a powerful visual idea. The design combines
text and imagery to leave a lasting impression.

Objectives
• Grab the target audience’s attention.
• Clearly deliver the key message.
• Create a visual that sticks in people’s minds.

Creative Idea
Our poster uses the Mona Lisa effect, where the character’s eyes seem to follow the viewer.
At the center is an unknown figure staring at you, making the viewer feel watched. This reflects how drug couriers feel constantly observed and unsafe. To reinforce this, we added the phrase:
"Every step you take, every move you make, they'll be watching you."
This famous lyric from The Police adds to the feeling of paranoia, emphasizing that a courier can never be sure they won’t be caught.
This idea comes from a real insight: drug couriers live in constant fear of being exposed. Our goal was to make them feel this fear even stronger, discouraging them from making dangerous choices.

Strategy
The foundation of this project is a key psychological insight: those involved in illegal activities live in constant fear of being caught. We leveraged this fear to create a visual experience that forces potential offenders to confront their own anxiety.
Our poster uses the Mona Lisa effect, making the viewer feel watched from every angle. This mirrors the paranoia that drug couriers experience daily, reinforcing the idea that there is no real safety in this line of work. To intensify this impact, we used the phrase "Every step you take, every move you make, they'll be watching you", a well-known lyric from The Police. This phrase instantly triggers a sense of unease and recognition, making the message clear and memorable.
The target audience includes young people who might consider drug-related work as a source of income.
The poster also raises awareness among the general public, increasing their engagement in the fight against
illegal drug distribution.
The visuals play a crucial role in conveying the message. Poster shows a boy, his gaze direct and intense,
evoking a sense of curiosity. It seems like he knows that something is off. This image challenges the viewer’s perception—who is watching whom? This ambiguity heightens the emotional response, making the message more thought-provoking.
By placing the viewer in the courier’s perspective, we create a psychological discomfort—a reminder that no action goes unnoticed. This emotional impact strengthens the campaign’s effectiveness, making individuals think twice before making dangerous choices.

Background:
Fake job offers promising easy money are spreading across the CIS, mainly targeting students and young people. Many, unaware of the risks, apply without realizing they’re getting involved in illegal activities. These ads look normal: great salary, flexible hours, no experience needed. But behind them is a dangerous trap.
Our goal is to warn young people before it’s too late. We want to show them that real jobs exist, and they don’t have to risk their future for quick cash.
Our campaign exposes these fake offers and helps young people recognize, avoid and encourage them to report suspicious ads.

Description:
We noticed that job listings for drug couriers target young people not only on Telegram and social media but also on legit websites for regular job search. On the first sight safe and easy money traps inexperienced students, making them easy prey.
We realized this issue when we saw how easily young people fall for these offers, thinking they’re just regular jobs. The fact that such traps appear on legit platforms shocked us. That’s when we knew – we had to expose this danger in a way that truly grabs their attention.

Strategy:
The insight behind our work is based how simple it is for criminals to trick people through job searches on mainstream employment websites. Many people, especially young job seekers or those in financial distress, may not immediately recognize the danger behind seemingly normal job offers that mask illegal activities.
We made our poster look like a real job ad to grab attention. At first, it seems normal, but then people notice it’s actually for a drug courier. This surprise makes them think twice about similar offers they might see online.
Our main goal is to warn people about these fake jobs and show them how to protect themselves. The "Do not Join" button makes it clear that this is a warning, not a real job. We also included a call to action – if someone sees people involved in this, they should download the 102 app to report it.

Background:
Many young people get involved in drug distribution, thinking it’s an easy way to make money, but they don’t realize how quickly it ends in arrest. We want to stop young people from making this choice, help them see the risks, and show that they are throwing away their future, dreams, and opportunities for a better life.

Description:
Butterflies don’t live long – just like the freedom of drug couriers. Our campaign uses the image of a butterfly to show how short-lived this path is. Just as a butterfly has only 14 days, a courier’s freedom lasts until they’re caught.

Strategy:
Young people become drug couriers because they feel like worthless «caterpillars» and this job makes them believe they’ve transformed into something bigger and brighter like butterflies, enjoying quick money and a sense of importance. But this illusion doesn’t last, just like a butterfly’s short life. We show them that their freedom is temporary, and the ending is always the same – arrest and shattered dreams. Our strategy is to make them think before they take this step and help them see that this «beautiful transformation» is actually the beginning of the end.

Background:
Many young people get drawn into drug dealing, lured by the promise of easy cash. They start selling in schools, colleges, and universities, flaunting expensive phones, clothes, and jewelry—making them easy to spot. But what looks like success quickly turns into a trap.
Time works against them, and what once seemed valuable loses its worth when the consequences catch up.

Description:
Our idea was born from a harsh reality we couldn’t ignore. We expose the illusion of fast wealth by showing its ugly truth. The campaign contrasts the flashy lifestyle young drug couriers chase with the harsh reality they face. It’s not just a picture, it is a life itself: a teenager draped in gold chains, expensive watches and the latest gadgets but standing in a grimy alley got busted and saying goodbye to their dreamed future.

Strategy:
The insight is that young people don’t see themselves as victims of the drug trade, they see themselves as winners. They believe they’ve found a shortcut to success, wearing expensive brands and showing off the latest gadgets. To them, fast money means independence, status, and power. What they don’t realize is that this wealth is temporary, and the price they’ll pay is far greater than the cash they earn. What looks like success today can destroy their future tomorrow.
Our campaign makes them see the truth. We do not tell them what to do—we show them what will happen. The rich life they show off is just a trap. When they understand this, they may stop before it is too late.

Background:
Many teenagers fall into the drug trade, lured by the promise of quick money. What starts as a simple delivery job soon becomes a trap with no escape. They don’t see the risks at first: police, violence, addiction. But every step takes them further from a future they once had. In dark neighborhoods, young couriers move through the night, their backpacks filled with destruction.

Description:
This campaign visualizes harsh reality. A burning backpack symbolizes the life they’re setting on fire. His backpack is on fire: not literally, but symbolically, representing the future he is burning with every step. The flames illuminate the dark, showing that his choices are leading him down a one-way path with no return. This visual metaphor highlights the devastating reality of young people getting involved in the drug trade.

Strategy:
Teenagers think working as a drug courier is just a way to make quick money, unaware of the long-term consequences. They don’t see it as something dangerous. They believe they can stop anytime and nothing bad will happen. But once they start, they cannot go back. Every delivery pulls them deeper, and soon, they lose control of their own life.
This campaign shows the truth. The burning backpack is a sign that they are destroying their future. What looks like an easy job today will take away everything tomorrow. There is no way back. A one-way delivery. No return. No future.

Background:
Some choices change everything. Many young people get involved in drug dealing, thinking it’s just a quick way to make money. It starts small: delivery, one favor. But soon there’s no way back. What seems like an easy path leads to prison, loss, or worse. Now, behind bars, they have nothing left but regret. Their message is simple: don’t make the same mistake.
Speak up, so others don’t end up here too.

Description:
The idea was born when we saw the article with an quote: "Tell them about us, so no one else ends up here". It captures a raw and unsettling moment: young people sitting behind prison bars, their faces filled with regret. They made a choice that changed everything. The tagline is their screams to the outside world. It urges viewers to share their story, to speak up before more young lives are lost. This path may seem easy at first, but it only leads to prison, loss, or worse.

Strategy:
People forget about those who are already in prison. Their stories are not told, and their mistakes are repeated by others. If no one speaks about them, more young people will follow the same path, thinking nothing bad will happen. But those who are locked up know the truth—they lost everything. They can’t change the past, but they can warn others. If their voices are heard, maybe someone else will not end up like them.

Background
This idea was born from the realization that getting involved in drug distribution is not just a mistake—it’s a
step that changes everything. It may seem like a fleeting moment, something reversible, but in reality, this
choice leaves an indelible mark.

We used two powerful visual symbols:
1. Fading tattoos in the form of crumpled, dirty banknotes. They symbolize illegality, “dirty” money that
seems easy but comes at the cost of one’s identity. Parts of the banknotes appear erased—a metaphor for
how a person’s individuality dissolves, turning them into a tool for someone else’s interests.
2. Traces of drug capsules turned into scars. These marks remain forever, a reminder that the past
cannot be erased, no matter how much one wishes it could.
This visual representation speaks of an invisible threshold: a step that seems easy but actually becomes a
point of no return. This is not just a deal—it’s a lifelong stain that never fades.

Creative Idea
Every decision leaves a mark, but some marks never fade. We visualized this irreversible imprint through
fading tattoos, representing a choice that cannot be undone.
On the teenager’s skin, the outlines of money and drug capsules emerge—marks that sink into the flesh
like a mistake that can’t be washed away. They resemble smudged, ink-stained blotches, symbolizing
illicit money and quick deals that leave a permanent trace.
At the moment of decision, it feels like everything is under control, like it’s temporary, like no one will find
out. But then you look in the mirror and realize—you are no longer who you once were. These marks don’t
disappear. This is an act you can’t erase.
We want the audience to feel this irreversibility, to understand that one step can alter their life and identity
forever.

Strategy & Insight
Key insight: some decisions are irreversible. Those involved in drug distribution often believe they are in
control, that it’s easy money, a temporary solution. But in reality, this is a point of no return—one that
changes everything.

How the poster delivers this message:
• The symbolism of dirty money. It is literally imprinted into the skin, appearing as fading tattoos. These
marks cannot be removed, symbolizing the loss of self in exchange for quick cash. Parts of the banknotes
are erased— a metaphor for how a person fades away, consumed by the consequences.
• Emotional impact. This is not just a warning—it’s a visceral shock. The tattoos don’t look crisp or
intentional; they are blurry, spreading like stains of ink, soaking into the skin. Just like this act spreads
through a person’s life, corrupting their reputation, mental state, and future.
• A message without words. The image speaks for itself: this is not a game, not a joke, not easy money.
It’s a stain that sinks deep into the skin and never fades. The viewer feels unease and anxiety. They don’t
see a hero, nor a criminal, but a broken person—someone permanently marked by their choice.
This decision may seem small, but it changes everything forever.

Background
Every decision made at a turning point has the power to radically change a person’s fate. One step—and reality
shifts: their environment, interests, and inner state transform. Drug dealing may seem like an easy path—quick
money, an illusion of control, a sense of power. But at that moment, an irreversible process of destruction begins.
At first, it feels like life has become easier, but this illusion quickly shatters. Emotional closeness disappears,
friendships fade, family feels distant. One’s perception of the world changes—past values lose meaning, and guilt, even if not immediately felt, inevitably builds up.
Most importantly, they are not just destroying themselves but also the lives of others, becoming the cause of their
addiction, despair, and decline. The world they once knew is no longer the same—they have become someone
who accelerates its downfall. And from this point, there is no way back.

Creative Idea
We used a visual technique of duality. At first glance, the image conveys a sense of control and confidence, but
upon closer inspection, the signs of destruction become evident: distorted perspective, an unsettling color palette,
and hints of social isolation. This reflects the internal decay that begins at this moment.
We deliberately avoided explicit imagery of violence or drugs, focusing instead on the psychological aspect. This
approach engages the viewer more deeply—they don’t just observe destruction but feel it. Artificial intelligence
was not used in the creation of this project.

Strategy and Understanding
The core insight of the poster is that the most dangerous aspect of such decisions is not their immediate effect but
their long-term consequences. The goal is not just to show the outcome but to make the viewer experience the
moment when there is still a chance to stop.
The protagonist’s gaze serves as an entry point into his inner world. He is not just choosing a path—he is severing
ties with his former life. Social isolation is a key theme: he gradually loses emotional connections, distances himself from loved ones, and ends up alone. This is not an instant break but a process of decay that feels subtle yet inevitably leads to ruin.
The visual style reinforces this transformation: anxious hues distort reality, emphasizing inner disorientation. The
warped perspective creates a sense of entrapment, making escape seem impossible.
The target audience is young people aged 16-25. At this age, impulsive decisions feel reversible, but in reality, they shape the course of the future. The poster does not provide an answer—it creates space for reflection. It does not rely on fear but on the realization of personal responsibility.
This makes it more powerful than aggressive warnings—it compels the viewer not just to see the problem but to
feel it from the inside.

Background
Life is a series of choices, and sometimes, in difficult moments, the quickest way out seems to be the
way up. Easy money, fast profit, a solution to all problems with just one action—tempting, isn’t it? But
this path is an illusion. It only appears to be an escape, but in reality, it leads downward, destroying lives.
This issue is especially relevant for young people facing hardship—financial struggles, lack of support,
the search for quick solutions. They believe they are making a step toward a better life, but each move
pulls them deeper into a dangerous world.
Our poster is a warning. It captures the moment of choice, when it seems like you are moving up, but in
reality, you are falling. We want the audience to stop and think: will this decision really lift me up?

Creative Idea
We use a familiar visual: an elevator button. A young man’s hand presses the “up” button, but it does
not light up. Instead, the “down” button does. A simple, minimalist scene—but it carries a powerful
metaphor.
This is the illusion of escape. The person believes they are in control, moving upward, but in reality, they
are pressing “descent” into an abyss. This effect happens subtly—at first, everything seems fine, but
then reality becomes harsher than expected.
We deliberately avoided heavy imagery and shock value. Instead, we created a clean, minimalist visual
that provokes thought. After all, it is in these simple moments that life-changing decisions are made.

Strategy & Rationale
The insight behind our idea is simple: people often think they are in control of their choices, but in
reality, they may be stepping into a trap. This is especially true in the context of drug use—what seems
like a solution to problems actually creates endless new ones.
Our target audience is young people aged 16–25 who may find themselves at a crossroads. They seek
quick solutions without realizing the full consequences. It is crucial not to scare them away but to make
them think.
We chose a minimalist visual style without excessive drama or horror. Why? Because aggressive imagery
often triggers a defensive reaction: “This won’t happen to me.” Instead, our image is universally familiar.
Everyone has pressed an elevator button. Everyone associates moving up with progress. But what if the
elevator deceives you?
The slogan “Not every way up goes up” reinforces this idea. It reminds viewers: not every path that looks
like progress truly leads upward.
Our poster works as a trigger for awareness. It doesn’t shout, intimidate, or pressure. It simply presents
the moment of choice—and leaves the viewer with one crucial question: “Am I sure about my path?”

Background
We rarely think about consequences in the moment of choice. It feels like just one step. One time. One experiment.
But at that very instant, in another reality where there’s no way back, you are already lost.
This poster is about meeting yourself—the version of you that took the wrong step and never returned. Socially
erased, disconnected, with no future. It reveals that the choice, which seems like a solution, is actually a
countdown to disappearance.
For young people facing difficult times, drugs often seem like an escape. But this “way out” leads not to a new life, but to its end. The key is to see the truth before it’s too late.

Creative Idea
On the poster, a young man sees himself—but the version of him that is already gone. He looks into a pill capsule,
and from inside, his own lifeless reflection stares back. His alternative self, lost the moment he made the decision.
This is not a shocking image of death. This is a confrontation with emptiness. Inside the capsule, there is no pain,
no emotions, no hope—only a future that has already slipped away.
We intentionally avoid shock tactics. This poster operates on a deeper psychological level: “What if I am already
disappearing?” This is a moment of realization—one last chance to see yourself before you’re gone.

Strategy & Understanding
Insight: You don’t see the consequences until it’s too late.
People don’t fear taking the first step because they don’t feel the danger. They believe they are in control. This
illusion is what we break—showing that the outcome is already sealed the moment the choice is made.
Our target audience is young people aged 18–25 who may find themselves tempted. They don’t respond to scare tactics or preachy messages—they’ve seen it all and learned to ignore them. Our approach is different: more personal, intimate, inevitable.
Anyone can see themselves in this image. No one wants to be erased, emptied out, stripped of their future. The
poster forces a pause, a moment of self-recognition, a moment of loss before it happens.
The visual style is minimalist yet striking. The capsule acts as a boundary between two worlds. The empty gaze of
the alternative self is a warning. You are still here. But not for long, if you take that step.
The tagline “See yourself before you’re gone” speaks for itself. This is the moment to stop. Before it’s too late.

Absurd Reality (‘No age is safe’)

Background
The problem of drug dealing among young people and even children is a widespread problem of modern society. Drug dealing business became accessible to anyone, leading more and more teenagers into a trap. We decided to use absurd imagery to bring attention to the problem. Our goal is to make it clear – no matter the age, drug dealing pollutes even our schools.

Idea
Teachers use school diaries of students to write notes to acknowledge achievements and report misconduct. Here, we used the phrase ‘Got any ice?’ which is a slang form of asking the dealer if he had any crack, a widely used
deadly opioid, as a teacher’s note to a student to score some stuff. We use an exaggeration to show shocking realities of drug dealing among school students.

Strategy and Insight
Our campaign focuses on the widespread issue of drug dealing among young people by using absurd imagery to make the problem more confronting and memorable. The idea of a teacher's note in a school diary reading, "Got any ice?" (a slang term for crack cocaine), draws a stark and disturbing contrast between typical school life and the reality of drug dealing. This exaggeration highlights the unsettling truth that even schools are not immune to the influence of drugs, and it emphasizes how accessible the drug trade has become for teenagers. The use of familiar elements, like a teacher-student relationship, within an unusual and alarming context, grabs attention and pushes viewers to question the severity of the issue.

Insight:
The accessibility of drug dealing among young people is a growing problem, and it is affecting even the most trusted spaces, such as schools. The use of a school diary—a symbol of education, trust, and authority—to deliver such a disturbing message underlines how deeply drugs have infiltrated the lives of students. This portrayal reveals the normalization of harmful behavior and the way drug dealing has become embedded in the youth culture. Our goal is to provoke shock, disrupt complacency, and make clear that this issue is urgent. By using
such an extreme and relatable example, the campaign aims to raise awareness and encourage immediate action to stop the spread of drugs in schools and protect young people from the dangers of the drug trade.

Context Matters (‘Mom, I just lost some weight...’)

Background
With drugs comes great money. As well as great consequences. Despite it, financial gains in the minds of young dealers outweigh possible terrifying outcomes such as jail time or even death. However, crime doesn’t forgive mistakes. And for a drug dealer, losing some of the products they sell may be a sign of upcoming “punishment”. Which means death.

Idea
An abstract guy tells his mom he lost some weight due to sport – which is a great achievement for a person in sports. An abstract guy tells his mom he lost some weight, which in drug context means he had lost some stuff he had to sell. He is expressing his fear that something bad is about to happen. We are using emojis as a way to communicate with Gen-Z, as well as a minimalistic approach to design to gain the focus on the important thing – the message.

Strategy and Insight
Insight: In the drug world, one small mistake can be your last.
Strategy: Young people often prioritize financial gains over the deadly risks of drug dealing. Our approach is to expose the brutal reality behind the “fast money” illusion. By playing with double meanings in everyday phrases, we create a chilling contrast between normal life and the deadly consequences of the drug business.
The campaign speaks directly to Gen-Z through relatable communication: emojis, minimalistic visuals, and a short, impactful storytelling format. By stripping away unnecessary elements, we ensure the focus remains on the unsettling truth—there are no second chances in this game.

H2O to Danger (‘Don’t make your life too complicated’)

Background
Our anti-drug dealing campaign tackles the issue of mephedrone trafficking in Kazakhstan. Mephedrone is cheap, easy to produce, and highly accessible, particularly among young people. While dealers profit, the consequences are deadly—lives are ruined, communities torn apart, and many face imprisonment. Using the metaphor of H2O, the symbol of life, transforming into mephedrone, we show how drug dealing turns life
into a dangerous, destructive cycle. This visual highlights that dealing drugs harms not only users but entire communities. The campaign aims to confront potential dealers, urging them to recognize the severe consequences of their actions. By focusing on the real-life impact of drug trafficking, we call for an end to the cycle and promote safer, healthier futures for everyone.

Idea
H2O, water, is a symbol of life. However it’s also a vital component in chemistry – manufacturing drugs as well. With our visuals, we are showing how literal life could become too complicated and dangerous: turning an H2O’s structure into a dangerous substance called mephedrone, the most popular designer drug in Kazakhstan. Just like mephedrone gives you high but kills you in process, turning your life (h2o) into a complicated drug world, gives you a high of huge scores, but literally turns it into a poison for yourself and the others. The metaphor
shows how a source of life can become a source of death.

Strategy and Insight
Mephedrone is the most used drug in Kazakhstan, causing thousands of deaths and leading hundreds of dealers straight into prison. The drug is also the most popular among young people. Mephedrone is easy and cheap to produce, making it too accessible to the mass market. We are communicating a direct message of turning your life into a complicated poison, making a thought-provoking, and, hopefully, impactful statement, calling to stop making one’s life too complicated and dangerous.

Real Life Spam (‘Delete it forever’)

Background
Unlike traditional businesses, the drug trade has limited advertising sources—mainly graffiti, wall writings, and QR codes on bus stops. These ads act like real-life spam: harmful, misleading, annoying. Unlike online spam, which can be deleted with one click, real-world spam requires action and bravery. We decided to use metaphorical imagery and a radical “destructive” action to portray our actions against the drug trade. Visuals and a message “delete it forever” aims to call to action.

Idea
The word "SPAM" comes from a brand of canned meat in a Monty Python skit. We rebranded it as a can of "drug clout" to symbolize the drug trade’s "real-world spam" ads. A sledgehammer is shown poised to destroy the
can, representing the radical actions needed to combat drug trade promotions. These metaphors create visually striking, thought-provoking imagery, delivering a clear message to end drug trade.

Strategy and Insight
Insight – drug trade ads are everywhere, and they work. Many people, especially teenagers, get blinded by the opportunities of scoring some quick buck and start their careers. They also tend to show off their achievements with “clout” – by making it rain with cash and demonstrate their “dangerous” reputation with violence, destroying their futures.
Aims – By using these visuals, we aim to gain attention of the young people, showing audience-specific recognisable imagery, almost in the form of a meme. This may look as throwing shade at the SPAM brand,
however it also communicates a message of drug trade infecting their lives, just like online spam infects our computers and misleads us.

“Juggling Fates Catching Consequences”

BACKGROUND
The lure of quick wealth blinds many young people to the dangers of drug trafficking. Those facing financial struggles or a sense of disconnection often see it as an easy escape, unaware of the life-altering consequences.
These risks don’t just affect the individual—they ripple through families and communities. The metaphor of a juggler represents the delicate balance drug dealers try to maintain between crime and personal life. One mistake can lead to irreversible outcomes—prison or death. Through this concept, we aim to expose the hidden dangers of quick money and steer young people toward safer choices.

IDEA
The juggler symbolizes a drug dealer balancing illegal goods and lives. Walking a tightrope, he juggles drugs, fate, and consequences, constantly at risk of falling. Below, loved ones try to catch the objects, representing
their desperate attempts to intervene. This powerful visual highlights the instability of crime—one wrong move
can bring everything crashing down. The goal is to make young people realize that the promise of easy money comes with life-threatening risks.

STRATEGY
Using the juggler as a central metaphor, we illustrate the fragility of a life in crime. The tightrope represents the fine line drug dealers walk, where a single misstep can lead to ruin. Juggling reflects the constant danger of
handling illegal goods and the unpredictable consequences that follow. Targeting young people tempted by fast money, we expose the harsh reality they often overlook. The imagery of loved ones trying to catch falling
objects reinforces the idea that drug dealing doesn’t just destroy the dealer—it devastates those around them.
With a minimalistic yet striking visual approach, we focus on the emotional weight of these choices. This campaign serves as a stark reminder: crime isn’t a balancing act—it’s a free fall.

“Mom, I made it”

BACKGROUND
Many young people chase quick money, falling into the trap of the drug trade. The phrase “My son runs a business” creates an illusion of success, but behind it lies crime and destruction. A mother, once proud of her son, now cries, realizing his “business” is dealing drugs. The fine print, “Small packages, big deliveries,” reveals the harsh truth—these deliveries aren’t harmless, and the consequences are deadly. This concept highlights how the pursuit of easy money can lead to tragedy, affecting not just the individual but their loved ones.

IDEA
The contrast between “My son runs a business” and its hidden reality drives the message. The mother’s tears expose the painful truth: her son’s “business” is a life-threatening crime. The fine print, “Small packages, big deliveries,” unveils the devastating nature of drug dealing. This visual metaphor forces the audience to reconsider the real cost of quick money.

STRATEGY
We leverage contrast to dismantle the illusion of drug trade success. The phrase “My son runs a business” sounds like ambition, but paired with a crying mother and the fine print “Small packages, big deliveries,” it reveals a grim reality—this business destroys lives. Targeting young people tempted by fast money, we challenge their perception of success. By highlighting the personal and emotional consequences, we disrupt the fantasy of financial gain and expose the deadly risks. A minimalistic visual approach ensures the message stands out, focusing on the raw emotion of a mother’s grief. This campaign creates a powerful emotional impact, urging the audience to rethink their choices before it’s too late.

“Read the fine print”

BACKGROUND
The promise of quick money draws many young people into dangerous paths like drug trafficking. For those facing financial struggles or feeling trapped, these opportunities seem like a way out. However, what starts as an easy escape quickly becomes a trap, leading to life-altering consequences. Many don’t realize that these offers come at a heavy cost—not just for them, but for their loved ones. Our goal is to expose the hidden dangers of this lifestyle and show that real success comes from safer, more sustainable choices.

IDEA
We highlight the deceptive nature of drug trafficking through the metaphor of a fake job offer. A fictional company, Dropsafe, presents a career opportunity with financial rewards and stability. But the company’s pill-shaped logo subtly reveals its true nature—drug dealing. At first glance, the offer seems legitimate, but in reality, it leads to crime and destruction. The campaign warns young people that what looks like success can actually be a trap.

STRATEGY
This campaign visualizes how young people can be lured into drug trafficking under the guise of opportunity. The Dropsafe company appears to offer career growth, yet its pill-shaped logo hints at a hidden danger. This contrast exposes the illusion of legitimacy, revealing the true risks. Targeting young people seeking quick money, we challenge their perception of success. The campaign encourages them to question offers that seem too good
to be true, showing that crime is never a real opportunity. By using clean, corporate-style visuals, we mimic real job ads, making the message more striking. The goal is to make young people think twice before stepping into a “career” that could cost them everything.

Background
The issue of drug trafficking in Kazakhstan is becoming more prominent. What was once an old-fashioned offline trade has now moved online, primarily to Telegram. Online means no faces, no names — just complete anonymity, making drugs more accessible than ever. The internet allows drug dealers to recruit couriers and organize distribution. Teenagers are lured in by promises of easy money, but in reality, they end up facing prison and shattered lives.
Our goal is to warn young people about this poison—both literal and metaphorical. This initiative is led by the Public Council, which works to prevent drug use and crime through events, public engagement, and collaborations with media figures, promoting a law-abiding and healthy lifestyle.

Project Goal
To raise awareness among teenagers and young adults about the consequences of working for drug dealers and to convince them to reject such offers.

Concept
Becoming a drug courier will take away the best years of your life. Our visual shows the inner side of a hand with its natural palm lines. Everyone has heard what these lines represent—the lines of love, health, fate, and most importantly, the life line. Duct tape —t he material used to wrap drugs for drop-offs—covers the life line. A sealed line. A stolen life. We placed the tape directly on the hand of one of our team members and photographed it. This is how the design was created.

Insight
Working as a drug courier will take away the best years of your life. The target audience is reflected in the numbers taped over the life line. Does the poster fulfill its purpose? We believe it does. We carefully considered all the given insights and created a unique piece using our own photograph — one that cannot be replicated.

Background
The issue of drug trafficking in Kazakhstan is becoming more prominent. What was once an old-fashioned offline trade has now moved online, primarily to Telegram. Online means no faces, no names — just complete anonymity, making drugs more accessible than ever. The internet allows drug dealers to recruit couriers and organize distribution. Teenagers are lured in by promises of easy money, but in reality, they end up facing prison and shattered lives.
Our goal is to warn young people about this poison—both literal and metaphorical. This initiative is led by the Public Council, which works to prevent drug use and crime through events, public engagement, and collaborations with media figures, promoting a law-abiding and healthy lifestyle.

Project Goal
To raise awareness among teenagers and young adults about the consequences of working for
drug dealers and to convince them to reject such offers.

Concept
We depicted a prison cell with a small sliver of light streaming onto the floor from a tiny window. This visual sends a clear message—you may think that working as a drug courier makes you untouchable, but the reality is entirely different. That small patch of light inside the cell represents your illusion of luck.

Insight
When you're out on the streets dealing drugs, you feel like luck is on your side—that you'll never get caught. But once you're behind bars, you realize what luck really is: a dim beam of light from a tiny prison window.
Your chances of escaping arrest are as small as the light that barely reaches the floor of a prison cell.

Background
Drug trafficking in Kazakhstan is becoming increasingly widespread. What once relied on face-to-face transactions has now shifted online, with Telegram at the forefront. In this digital space, identities remain hidden—no names, no faces—creating an environment where access to drugs is easier than ever. The internet enables dealers to find couriers and coordinate sales. Teenagers are drawn in by the promise of quick and effortless money, but the reality is far harsher—prison sentences and ruined futures.
Our mission is to protect young people from this threat, both physically and psychologically. This initiative is spearheaded by the Public Council, which combats drug abuse and crime through awareness campaigns, public involvement, and collaborations with media personalities, promoting a responsible and healthy way of life.

Project Goal
To raise awareness among teenagers and young adults about the consequences of working for drug dealers and to convince them to reject such offers.

Concept
We tackled the dangers of being a drug courier through the lens of positivity. Our idea praises young people for the very skills that make them good at the job—sharp reflexes, ambition, perseverance. But the law doesn’t care about your good intentions. You may be thinking about your loved ones, working day and night, but none of that will matter in court.
So why not put those skills to better use? Because in the end, this job will strip you of everything good you have and leave you with nothing but a long prison sentence.

Insight
They believe they’re doing something worthwhile, but in reality, it’s a dead-end path. Strategically, this campaign takes a different approach from typical anti-drug ads. Instead of relying on guilt and fear, we acknowledge their talents and motivations—only to remind them that none of it will matter to the prosecutor.
We believe this message will truly resonate with young people. It stands out, grabs attention, and most importantly, makes them think.