NYC HEALTH: IT AFFECTS EVERYONE
Client: nyc health X SPOTIFY
THE CHALLENGE: Drug abuse is often discussed through statistics, policies, or headlines, but rarely through the human stories behind them. The challenge was to spark a cultural conversation about drug abuse and its consequences, reminding audiences that addiction does not discriminate and that its impact reaches individuals, families, and society as a whole.
THE IDEA: On June 26th, "International Day Against Drug Abuse", Spotify temporarily transforms how fans encounter some of their most beloved artists by replacing the stage names of several influential musicians who tragically lost their lives to drug abuse with their real names on selected album covers and artist pages.
Names such as: Malcolm McCormick (Mac Miller), Jarad Anthony Higgins (Juice WRLD) or Gustav Elijah Åhr (Lil Peep).
By stripping away their iconic stage personas, the campaign momentarily reframes these artists not as untouchable idols, but as real people whose lives were affected by addiction.
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