Don’t Be Your Own Worst Enemy

Strategic Goals:

The brief was to produce ‘a bold, innovative and comprehensive multimedia campaign’ to change attitudes and behaviour towards drug and alcohol misuse, and help achieve a 10% drop in the number of Service personnel lost through the effects of alcohol abuse, drug misuse, and absence.


The creation of a campaign delivered across a wide range of media – DVD, cinema, television, radio, and on line. Three dramas – one for each of the three Services – formed the core of the campaign. They featured characters from the Services who were tempted into drink, drugs or alcohol by a sinister character called Nick, whom only the audience could see and hear. Nick represented the voice inside all of us who urges us to make a bad decision – to step over the line between sensible behaviour and being our own worst enemy.


The ‘Don’t Be Your Own Worst Enemy’ campaign achieved a 34% reduction in the number of positive drugs tests. In monetary terms, this equates to a £5.5M saving to the Services training budget over the first one year period.


We’re proud of our work and our successes are born out of our trusted client relationships; all enhanced by the time we devote to delivering successful outcomes. As a sector independent agency, we work effectively across all industries – from finance to defence, retail through to public services and everything in-between. We approach each project with your individual needs and objectives in mind, devoting our full-service expertise to your project and seamlessly accomplishing a perfectly crafted and effective film.