The Addiction Treatment and Prevention Fund's popular new ad carried a message that “The drugs’ journey may bring you happiness at the beginning, but you will certainly lose yourself in the end.”
The Ministry of Social Solidarity has been working alongside the Addiction Treatment and Prevention Fund to combat addiction in Egypt. With Egyptian youth at the centre of this epidemic, the Fund has targeted their latest advertisement “You are stronger than drugs” at a new segment - young women.
Carrying a message that “The drugs’ journey may bring you happiness at the beginning, but you will certainly lose yourself in the end,” the new ad attracted a massive viewership, with 90% of the viewers from the ‘15-35’ age group, according to the Ministry of Social Solidarity.
Following this surge in viewership, the “16023” addiction treatment hotline saw a 400% increase in incoming calls, compared to the number of calls received by the Fund last month. The calls varied between people seeking advice, and people seeking free and confidential treatment in hospitals and treatment centres.