How to promote or demonize drugs through advertising
Advertising plays a huge role on our lives. By guiding the unconscious mind advertisers can influence your opinion in many sneaky ways. Most countries have some regulations regarding marketing of pharmaceuticals or recreational drugs, but billions of dollars are being spent on marketing in the pharmaceutical industry and in many ways it does define how you think about drugs.
The drug marketing gold standard
I have been especially fascinated with how pharmaceutical companies have marketed amphetamine over the last 50 years. It stands out as very peculiar, being one of the most promoted drugs through pharmaceutical companies and at the same time one of the most demonised by government scare-campaigns. Big pharmaceutical companies have promoted it for decades for a wide array of different illnesses. You can find ads promoting it for everything from depression, weightloss, menstrual dysfunction, and more recently ADHD.

We have dug deep into history to try and find as many amphetamine ad's as possible. Then we selected a few of them and updated the overall aesthetic of the ad to a more modern style, but keeping the original statement of the ads. We have also replaced the different brandnames with amphetamine or methamphetamine accordingly based on what the original drugs contained.
Marketing the symptoms or illness, not the drugs
Today amphetamine marketing is as strong as ever, but because of marketing laws against direct to consumer drug marketing the industry has adapted and started to focus on informational campaigns to spread awereness of the illnesses that amphetamine can be prescribed for. Inspired by the big pharma amphetamine product websites we have created our own versions where we replace the brand name with the plain substance name.
The current state
Commercial drug marketing
Although the pharmaceutical ads are pretty extreme there are still pretty strict regulations for how to advertise pharmaceutical drugs. Legal drugs on the other hand have little to few regulations on advertisements in many countries. Coffee is perhaps the most common one and legal in most parts of the world, and although most dont think of it as a drug it has pretty potent and noticeable effects on the central nervous system. Alcohol is the other big one. Although some countries have strict limitations on advertising alcohol there are still plenty of ways to build a brand for the big alcohol producers. In countries where alcohol advertisement is legal you will find some of the dirtiest tricks being used to create an illusion around their brand and their products.

These types of advertisements have inspired me to imagine a world of legal drugs and how big corporations might try to sell you their products.

Flipping the perspective
Creating scare propaganda against legal drugs and pharmaceutical products out of illegal drugs.
Demonizing design
Governments all over the world have spent billions of dollars on demonising drugs. Sometimes even go so far as fabricating research to back up their claims.

It is impressive how effective this has been in changing the public perception of drugs. Most people have a general opinion of these things being inherently bad without actually understanding or caring about the underlaying mechanisms. Before the 1960's most people did not really have much opinion on drug use. You could buy many strong drugs freely at the pharmacy and few people searched it out or had much issues with them. Until the War on Drugs started and everything changed.

One might argue that this has been somewhat effective in scaring some people away from trying drugs, but when you look at the enormous consequences it has had on society by criminalising millions of high functioning, non-violent people it comes of as a really scary example on how effectively the people in power can change public perception through marketing and media.

We have taken our most common legal drug; alcohol, and made propaganda posters focusing only on the side effects. Again inspired by real life scare-campaigns of other drugs. Most people use alcohol responsibly and won't agree with the information presented below, but by focusing only on the side effects and using scary images and slogans it helps enforce the idea that these things are bad for you and will ruin your life.

And then we have taken currently illegal drugs with medical potential and turned them into the drugs of tomorrow with the full pharmaceutical drug marketing treatment.

The propaganda machine
Making the illegal look legal
An easy way to change the perception of illegal drugs is to just put it into some pretty packaging. Even with the real name it instantly looks more legitimate. And with a proper brand name it is hard to tell that behind the fancy branding lies something the government has deemed unsafe for the public.
From drug to medicine
We live in a time where we might see some substances go from being demonised to not only being accepted by society, but used an praised as medicinal tools. Both psilocybin and MDMA are currently undergoing research and human trials for their therapeutic benefits and we felt it was only deserved that we gave them the proper pharma treatment in terms of marketing. Here we have imaged how this might look like in the near future.
Embrace the light within
Indocybin therapy can provide an immediate and sustained reduction in depression following a single treatment. The effect has been described as psilocybin shaking the brain up like a snow globe, or rebooting the brain, providing new connections and deactivating connections that might have caused depression.

Embrace the light, embrace yourself, embrace Indocybin®

Compassidol® is an entactogen that facilitates feelings of closeness with oneself and others. It can induce pronounced mental stimulation, feelings of love, empathy, openness and a sense of rejuvenation and euphoria.
Compassidol is a federally controlled substance (CI) because the archaic organization DEA will not acknowledge being wrong and that they have been ruining the lives of millions of people in vain. Keep your use of compassidol secret and do it only in a safe places to prevent the police and other government institutions from arresting you and ruining your life.
What is compassidol?
Love is a neurobehavioral function experienced by adults and young adults. Compassidol is a safe and effective way of triggering this function and thereby accepting yourself and getting love back into your life.
*Patient portrayel
Love is a chemical reaction, Compassidol® is the catalyst.
MDMA becomes "Compassidol"
Here we have imagined how MDMA could be marketed in the near future and made a proper website and branding for it.
Fighting the war on drugs with target marketing
With the advances in marketing technology and more specifically target advertising we can fight back the propaganda machine against drugs using psychographic profiling.

The biggest problem we face is the cost barrier of running an effective target marketing campaign on a large scale. Support the campaign so that we can continue to create and share content. With enough money we can launch a large scale target marketing campaign to really make an impact and end the war on drugs.