NCA - ‘we’re on your case’

THE BRIEF, IN BRIEF

The NCA wanted to target potential drug smugglers in foreign airports, before they made their journey into UK. A poster campaign that was hard-hitting, but also not too frightening for potential innocent viewers.

I leaned on this insight - that everyday travellers would see the posters too - and created a helpful ‘checklist’ of things that people might bring. Only when they spot the odd one out, cocaine, would the warning finally hit home.