Ensuring consistency of messaging across a national campaign which delivered a minimum of 48 local area campaign (LAC) launches across the country.

A strategic communication program comprising of stakeholder engagement, media relations and event management designed to make the Australian community safer by encouraging members of the public to ‘dob in a dealer’ and disrupt the manufacturing, dealing and trafficking of illicit drugsay.

Police report that the information obtained from the community during the DIAD campaign sparked police raids and investigations across Australia, resulting in illegal drugs and precursor chemicals being seized. Combined with the average of 200 reports a day (47,277 drug-related IRs in total), the DIAD strategy and execution was successful in achieving its goals and helping to make Australians safer.