This anti-drugs campaign by our Creative Director for FRANK, the UK government’s drug advice service, uses bold graphic design to communicate a complex message with immediacy and clarity. Titled “Mind-altering facts,” the campaign visualises the unpredictable effects of drugs by depicting a line of identical human figures whose heads transform into different symbols - such as a question mark, cannabis leaf, bomb, or radiation sign - suggesting that while people may start the same, drug use can lead to vastly different and uncontrollable outcomes.

Rather than relying on shock tactics or moralising language, the campaign reframes drug education around uncertainty and risk. By focusing on the idea that the effects of drugs cannot be fully predicted or controlled, the work encourages informed decision-making and positions FRANK as a trusted, non-judgemental source of advice for those seeking clear and honest information.