Generation K

Since 2013 to 2024 there has been a 231% increase in Ketamine users aged 16-24 in England and Wales. My campaign specifically targets men aged 16-24 using imagery, symbolism and typography that engages this specific age group to help communicate the dangers of the drug.

The focus of the campaign is the damaging effects Ketamine has on your body particularly its link to bladder problems. I feel the stigma related to such issues will act as a strong deterrent whilst also being factually accurate. The style of the graphic design reflects that seen in locations where the drug is commonly available such as at music festivals, raves, clubs and concerts. In designing the campaign, I have drawn the following elements of best practice from my research.