The mission.
Not just a message but a movement created with young people.
We partnered with the University of Huddersfield and Kirklees Council to create a campaign as part of the NIHR-funded RISUP (Reducing Illicit Substance Use Project). The brief? Develop a public health campaign that speaks honestly to young people about drugs, not through fear, but through empathy, insight and real-world relevance.
Our goal was to open up meaningful conversations, reduce risk and help young people explore healthier coping strategies.
What we did.
Ten workshops. Two schools. One honest campaign.
We led on Work Package 3 of the wider RISUP programme, co-creating a campaign with young people aged 11-15 through a series of structured, interactive workshops. Every step, from initial insights to visual identity, was shaped by lived experience and grounded in behavioural science.
Over five workshops per school, we worked with Year 8 and Year 10 students to explore knowledge, attitudes and social influences around drug use. We used methods including risk-mapping, slogan testing and visual concept development to capture deep insight and generate real buy-in.
Using frameworks like COM-B, MINDSPACE and EAST we ensured the campaign addressed the real drivers of behaviour: from loss aversion and emotional coping, to social norms and peer influence. Students helped shape every element, from language, tone, visuals to channels, so it reflected them, not adults talking at them.
Concept testing.
Three campaign directions were developed and tested:
- Why Risk It? (focusing on unpredictability and loss)
- Pause (focusing on decision-making under pressure)
- and Talk It Out (focusing on emotional drivers and peer support)
Feedback from students, parents and marginalised youth groups led to the selection of Talk It Out as the final concept.
Campaign development.
We developed a full campaign suite for Talk It Out - What’s Really Going On? including:
- A website with educational content, signposting and support
- Posters for school toilets and corridors
- Leaflets for young people and parents
- Short-form videos and TikTok ads
- A visual identity and tone of voice toolkit
- Reels, social media graphics and a youth-facing QR system
These materials will soon be piloted in schools and evaluated as part of the wider RISUP programme, including integration into PSHE lesson plans and education sessions.
The impact
Peer-led. Trauma-informed. Built to start conversations.
Unlike traditional anti-drug campaigns, Talk It Out doesn’t shout or shame. It invites reflection. It validates feelings. It shows that there are other ways to cope and that no one has to go through things alone.
This campaign has:
- Put young people at the heart, from the messaging to the delivery, ensuring authenticity and relevance
- Shifted the narrative away from scare tactics, towards emotionally resonant, psychologically safe messages
- Created a flexible toolkit that schools, youth workers and communities can use in real settings, online and offline
By framing substance use as a response - not a choice - and offering alternatives that actually work, Talk It Out is already starting to open up honest conversations. And that’s the first step toward behaviour change.