Project Description
the case
In 2024, the Cyprus Police – Drug Law Enforcement Unit (ΥΚΑΝ – Υπηρεσία Καταπολέμησης Ναρκωτικών) launched a national initiative titled “Πρόληψη και Καταπολέμηση της Χρήσης Παράνομων Ουσιών”, co-funded by the European Union and the Republic of Cyprus. The project’s primary aim was to raise public awareness around the dangers of cannabis use, especially targeting a broad demographic range including youth, parents, and the general public.
To ensure the campaign’s message reached every corner of society, the Cyprus Police partnered with R Digital, entrusting the agency with the full strategic and creative execution of a 360° promotional campaign to be deployed over a three-year period (2024–2026).
our approach
R Digital was responsible for the complete development and implementation of this awareness campaign. The process began with the creation of a unifying concept and communication strategy. Multiple creative directions were presented to the client, each tailored to evoke emotional and rational engagement, while remaining sensitive to the subject matter.
Once the final direction was approved, R Digital proceeded with a full-scale production and media planning effort. The deliverables included:
- Video production for TV and cinema advertising
- Audio production for radio advertising
- Graphic designs for outdoor and digital display banners
- Digital assets for social media, programmatic, and web campaigns
The campaign is executed across a robust media mix to ensure maximum visibility and impact, including:
- 6+ TV stations
- 15+ radio stations
- 12+ news and media websites
- 30+ outdoor advertising and display locations
- Web and social media placements
By combining traditional and digital mediums, the campaign creates a cohesive message across platforms and audience segments.
results
Although the campaign is still underway, its impact is already visible across multiple levels. From the early stages of implementation, the collaboration between R Digital and the Cyprus Police – Drug Law Enforcement Unit has succeeded in generating widespread public awareness around the issue of cannabis use. Through a consistent and strategic presence across television, radio, digital platforms, outdoor media, and digital channels, the campaign has managed to reach diverse audience segments, encouraging open dialogue and greater understanding of the risks associated with substance use.
The creative materials produced—particularly the main video and radio spots—have resonated strongly with the public, drawing attention. Digital engagement has shown strong performance, and the campaign’s message has begun to establish a lasting presence in the public consciousness.
As the initiative progresses, the ongoing collaboration continues to build momentum, laying a strong foundation for long-term behavioural change and prevention. As the campaign continues through 2026, R Digital remains committed to optimizing media performance, evolving the creative narrative, and ensuring that the message continues to resonate with the public.
