The City of Cape Town has recently incorporated 93 of Primedia Outdoor’s bus shelters and billboards into an extensive campaign combatting drug abuse.
“We have looked at how drug abuse affects not only the user but those around them, we have called on community ambassadors to get on board to spread the anti-drug message to communities, and we have appealed to those who don’t use drugs not to start”, says Priya Reddy, spokesperson and media manager for the City of Cape Town.
This marks the third year that the City of Cape Town is including Primedia Outdoor’s billboards and bus shelters in their bid to highlight the problems around drug abuse. According to Reddy, the previous campaign reached some 4,8 million people through traditional media channels, and an additional 2 million through social media. This resulted in an 883% increase in the number of calls to the 24-hour helpline.